MG2 Principal Melissa Gonzalez will deliver a keynote at the Retail Expansion Summit & Expo on October 15 in Mexico City, exploring how thoughtful retail design transforms stores into destinations.

Drawing on her experience pioneering experiential and pop-up retail, Melissa will share why physical spaces matter more than ever in an era where convenience happens online. Her session will explore how immersive design and storytelling help brands capture attention, encourage longer visits, and build lasting customer loyalty.

Just announced! MG2 Principal Melissa Gonzalez is going to be a Glossy Wellness Awards judge among a cohort of industry experts. The Awards recognize the companies transforming the wellness industry through campaigns, initiatives, products, practices and innovations focused on living well and longevity.

The speaker lineup for NRF 2027: Retail’s Big Show has been announced, and MG2 Principal Melissa Gonzalez will be joining the conversation in New York City this January. NRF’s Big Show brings together thousands of retail leaders, innovators, and changemakers from across the industry to explore what’s next for retail, we hope to see you there.

In an article for Women’s Wear Daily, Andre Claudio explored what sustainability means to today’s shoppers, including perspectives from MG2 Principal Melissa Gonzalez on evolving consumer expectations.

“’Gen Z and millennials think about sustainability more broadly than previous generations, looking beyond recycled materials or eco-friendly products to consider how things are made and the overall impact of the retail experience,’ Melissa Gonzalez, retail strategist and principal at MG2, told Sourcing Journal. ‘For them, sustainability extends into store design, operations and the brand footprint, driving expectations for visible and meaningful commitments across every part of the shopping environment.'”

In a recent Retail Brew article, MG2 Principal Melissa Gonzalez shares insights on the in-store experience.

“‘When it comes to both Gen Z and Gen Alpha, “they want community, they want engagement, they want tactile,’ Melissa Gonzalez, principal at MG2 Design with a focus on store design, told Retail Brew.”

In a recent article, Senior Reporter Katie Hicks of Marketing Brew explores how Gen Alpha is changing the in-store experience.

“Older generations grew up watching many facets of life shift from IRL to online, including shopping. But as younger generations search for places outside of home and school to hang out and watch as creators encourage them to visit stores in person, it’s possible that a reversal could be taking place. A survey from retail consultancy MG2 Advisory recently found that 73% of Gen Alpha prefers good ol’ fashioned brick-and-mortar shopping to buying online.”

MG2校长 比尔·斯利斯 is speaking at SPECS on March 9 alongside VASA Fitness Chief Growth Officer Christopher Tarrant on What is Old is New (And Valuable): Adaptive Reuse Strategies.

In an article for Floor Covering News, Steve Feldman explores Gen Alpha and its impact on retail, citing MG2 Advisory’s research.

“Believe it or not, Gen Alpha is already beginning to have an impact on retail. A report authored by Melissa Gonzalez of MG2 Advisory, which focuses on retail evolution, reveals interesting research. For example, Gen Alpha is shaping and inspiring purchases made by the adults in their lives. While adults ultimately hold the buying power, 70% of Gen Alpha report that adults in their lives often purchase items they suggest, supporting they not only influence household buying decisions but are also shaping trends and brand loyalty across generations. They are active participants in deciding what to buy, sharing what they have learned online. This is why store environments cannot afford to overlook the range of age groups moving through their spaces, because even without a credit card, Gen Alpha is already shaping how brands and stores show up.”

In a “Borrowed Brilliance” column by INSTORE Magazine, MG2 Principal Melissa Gonzalez shares business advice that applies across retail industries.

“As leaders, we must stop silencing the quiet signals. When your body sends you a warning, when your team feels uneasy, when your instincts whisper, pause and listen. Those whispers often hold the wisdom you need to pivot, to protect or to pursue a new path.” — Melissa Gonzalez, principal at architecture and design firm MG2.

In an article for The Retail Bulletin, Glynn Davis explores how younger consumers are embracing the in-store experience and the value of “friction” in retail.

“It seems that Gen Alpha (eight-to-14-year-olds) recognizes the upsides of injecting a little friction into their lives. As many as 73% prefer to shop in store, according to research from MG2, having grown up with online as the norm they now regard brick-and-mortar stores as the more novel experience and they want a bit of this physical action.”

In a recent Retail Brew article by Erin Cabrey, MG2 Principal Melissa Gonzalez shares her insights on Gen Alpha’s retail preferences and influence, here’s a snipped from the article.

“And while Gen Z, too, prefers an in-store experience, Gen Alpha differs in their desire for interactivity in stores, as over half will leave a store if there isn’t anything for them to try out (that ability to test has helped Sephora thrive with the generation). Gonzalez chalked this preference up to their experiences meeting up in virtual worlds since they were young.”

MG2 Principal Melissa Gonzalez recently joined Natalie Berg on her podcast, Retail Disrupted, to explore the future of experiential retail, why digitally native brands are investing in physical stores, and how purpose-led leadership is reshaping the industry.

In a recent article, Floor Daily featured insights from MG2 Principal Melissa Gonzalez on how Gen Alpha is reshaping retail and consumer behavior.

“’Gen Alpha may be young, but their influence is already impactful,’ says Melissa Gonzalez, who leads the MG2 Advisory and authored the Gen Z report. ‘They’re shaping household purchasing decisions, accelerating trend cycles, and redefining how brands need to earn attention and trust.’”

In an episode of Retail Remix by Retail TouchPoints, host Nicole Silberstein revisits standout insights that continue to resonate in 2026 from industry experts, including the insights from MG2 Principal Melissa Gonzalez.

If you missed the first inaugural Lead Like Her event in Columbus, OH last month, you can still get a taste of the experience. On an episode of The Robin Report’s Lead Like Her series, MG2 Principal Melissa Gonzalez joined Shelley E. Kohan to discuss leadership growth and the realities of today’s retail environment.