The Mall of the Future, Driven by the Teens of Today

In a recent Building Design + Construction article, Managing Editor Quinn Purcell explores the influence of teenagers on shopping malls, siting insights from MG2 Advisory’s Gen Alpha report, and talks with MG2 Principals Melissa Gonzalez and David Russell.

“According to a December 2025 report by global architecture and design firm MG2, Young in Age, Mighty in Impact: Gen Alpha is Rewriting The Rules For Brands, 73% of Gen Alpha consumers prefer shopping in-store. They find value in the tactile, hands-on experiences that let them explore products, validate their purchase decisions, and engage with brands.”