Think Tank 'Z Soken' Targeting Generation Z Changes Name to 'αZ Soken' Looking Ahead to the Next Generation.
The Generation Z think tank 'Z Soken' has changed its name to 'αZ Soken' as of March 30, 2026, expanding its research scope to include 'Generation Alpha' to support comprehensive youth marketing strategies.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 22:00
- 🔍 Collected: March 30, 2026 at 22:56 (56 min after Published)
- 🤖 AI Analyzed: April 24, 2026 at 08:00 (585h 4m after Collected)
The think tank organization 'Z Soken', which targets Generation Z* for its research, will change its name to 'αZ Soken' (Alpha Z Soken) and start anew under a new organizational structure from March 30, 2026. Along with this, we announce that our official website and logo design have also been completely renewed.
*Generation Z (youth demographic born after 1995)
*Generation Alpha (youth demographic born after 2010)
Background of the Renewal
Since its inception in 2019, Z Soken has been investigating and disseminating information on the values, consumer behavior, and communication changes of the younger generation, centered on the perspectives of Generation Z themselves.
Currently, social interest is beginning to expand to 'Generation Alpha', which follows Generation Z. Born as digital natives and growing up in an environment where AI and SNS are the norm, Generation Alpha is forming new values that cannot be fully captured by traditional generational divisions.
Against the backdrop of these changes, we have updated our name to 'αZ Soken' in order to expand our research field beyond Generation Z research to the understanding of the entire next generation.
'αZ Soken' Concept
Knowing the reality of youth.
That is why we can move their hearts.
How should we conquer Generation Alpha and Generation Z?
We often hear the voices of companies having such concerns.
Even when we say conquer, the other party is human.
Instead of forcing them to move based on speculative images,
first, know the reality of the youth and speak to that reality.
If you do that, they will naturally turn around, and their hearts will start to move.
We, αZ Soken, were born as Japan's first Generation Z think tank organization.
Those who know the reality better than anyone are the people involved themselves.
We, the youth who continuously study trends every day,
will strongly support companies' strategies for Generation αZ,
from research and strategic planning to creative output.
'αZ Soken' Official Website
https://www.zet.tokyo/
*Generation Z (youth demographic born after 1995)
*Generation Alpha (youth demographic born after 2010)
Background of the Renewal
Since its inception in 2019, Z Soken has been investigating and disseminating information on the values, consumer behavior, and communication changes of the younger generation, centered on the perspectives of Generation Z themselves.
Currently, social interest is beginning to expand to 'Generation Alpha', which follows Generation Z. Born as digital natives and growing up in an environment where AI and SNS are the norm, Generation Alpha is forming new values that cannot be fully captured by traditional generational divisions.
Against the backdrop of these changes, we have updated our name to 'αZ Soken' in order to expand our research field beyond Generation Z research to the understanding of the entire next generation.
'αZ Soken' Concept
Knowing the reality of youth.
That is why we can move their hearts.
How should we conquer Generation Alpha and Generation Z?
We often hear the voices of companies having such concerns.
Even when we say conquer, the other party is human.
Instead of forcing them to move based on speculative images,
first, know the reality of the youth and speak to that reality.
If you do that, they will naturally turn around, and their hearts will start to move.
We, αZ Soken, were born as Japan's first Generation Z think tank organization.
Those who know the reality better than anyone are the people involved themselves.
We, the youth who continuously study trends every day,
will strongly support companies' strategies for Generation αZ,
from research and strategic planning to creative output.
'αZ Soken' Official Website
https://www.zet.tokyo/