Content Benefit

Content Strategy | UX Writing | Content Design | Globalization | Communications

Chiara Bonifazi


  • From catalog to marketplace

    From the catalog to reviews of shrunken Temu and Shein parcels: a personal journey through remote shopping, featuring grandma, mom, eBay’s rise and Amazon’s dominance.

  • Vaping in Italy: youth on alert

    How much Italy really vapes, who is opening all these specialty vape shops, what the latest studies say about the risks compared with smoking, and how France, the UK and the US compare.

  • Toxic positivity at work

    A Fortune 10 project, an immovable deadline and exhausted freelancers: what the iron triangle teaches about forced positivity, and why admitting real limits actually protects a team.

  • The new pharmacy marketing

    Pharmacies increasingly look like regular stores, with checkout deals and aisles laid out like a highway rest stop. A look at how pharmaceutical marketing evolved, in Italy and abroad.

  • The big chill of online dating

    Dating apps are shedding subscribers and stock value, Gen Z has deserted the swipe, and courtship is migrating elsewhere: to LinkedIn, to Strava and even into the chats of gaming apps.

  • Applying to jobs: click or form?

    One click on LinkedIn or twenty minutes on the company careers site? I compared studies, benchmarks and recruiter accounts on response rates, and the verdict overturned my assumptions.

  • Empty storefronts, new cities

    Italy lost 96,000 shops between 2018 and 2025, yet retail revenues keep on growing. A walk through deserted streets, international comparisons, and the ethnic minimarkets holding out.

  • Fair management of kids and teams

    Gentle parenting grows out of Rogers, Bowlby and Baumrind, and Gordon turned it into a method: active listening, I-messages, clear limits. It works with teenagers and with your team.

  • Vegan marketing: the scenario

    The marketing of vegan products in Italy and worldwide: data, benefits, limits and environmental impact, seen through my own halfway journey with tofu, plant drinks and chickpea flour.

  • Realistic goals at work

    Most teams get goal-setting badly wrong. Here is how to fix it for good with the STAR model, real alignment across different departments and honest negotiation with your own manager.

  • Smart speakers strike back

    thought voice assistants were only good for playing music and setting a pasta timer. Then I found out about OpenAI’s plans, the numbers behind Alexa+, and what’s happening in Italy.

  • Marketplaces in China on trial

    A 550-million fine against AliExpress reopens the debate on Chinese marketplaces. Between record growth, risky items and suspected exploitation, what does low-cost shopping really hide?