Monica Mendini is a Lecturer of the master's course Orthodox and Critical Perspectives in Marketing at Università della Svizzera italiana. She conducts research in the fields of branding, cause marketing, and consumer well-being. She has previously worked at the Institute of Marketing and Communication Management at USI and gained experience in the marketing and communication departments of prestigious companies such as Miele and CNH Industrial. Mendini obtained her Ph.D. in Communication Sciences with a focus on Marketing from USI, sponsored by the Swiss National Foundation, and spent time visiting San Diego State University in California.