Content Benefit

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

  • 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?

  • Cybersecurity: growing pains

    I have never been hacked, yet the attempts keep getting sharper, and the bots flood me with bogus requests. The 2025 figures, in Italy and worldwide, plus a friend’s stolen WhatsApp.

  • Shrinkflation hits your cart

    My toothpaste runs out too fast and childhood ice creams look tiny: the data, laws and consumer pushback behind packages that keep shrinking while their prices stay exactly the same.

  • Being interviewed by AI for a job

    I’ve had several job interviews conducted by AI: less anxiety, zero nonverbal cues, vague feedback and plenty of ghosting. Here’s what I found, between data, research and gut feelings.

  • The digitalization of tourism

    From catalogs leafed through at the agency to apps comparing a hundred fares in seconds: how online booking made travel affordable for all, with data, examples and a staycation twist.

  • AI and its sustainability

    70% of Americans reject the data centers powering AI. The water and energy numbers, Italy’s building rush with Milan in the lead and no national law in place, and the scenarios ahead

  • Nonna maxxing and Gen Z

    From Self to the Guardian, Gen Z celebrates Italian grandmothers as a model of good living. From Sardinia’s Blue Zones to Cilento, cases prove it. Plus my retirement plans with friends.