Think Tank 'Z総研' Targeting Gen Z Rebrands to 'αZ総研' to Look Towards the Next Generation
Z総研 rebrands to 'αZ総研' and revamps its website to expand its research scope to include the Alpha generation and beyond.
📋 Article Processing Timeline
- 📰 Published: March 30, 2026 at 22:00
- 🔍 Collected: March 30, 2026 at 22:56 (56 min after Published)
- 🤖 AI Analyzed: April 16, 2026 at 05:06 (390h 10m after Collected)
The think tank organization 'Z総研' (Z Research Institute), which focuses on Generation Z as its research subject, will change its name to 'αZ総研' (Alpha-Z Research Institute) and begin operating under a new structure on March 30, 2026. Along with this change, we are pleased to announce the complete renewal of our official website and logo design.
※Generation Z (born after 1995)
※Generation Alpha (born after 2010)
Background of the Renewal
Since its establishment in 2019, Z総研 has been researching and disseminating information on the values, consumption behaviors, and communication changes of young people, with a focus on the perspectives of Gen Z individuals.
Currently, societal interest is beginning to expand to the 'Alpha generation,' who follow Generation Z. As digital natives raised in an environment where AI and SNS are a given, the Alpha generation is forming new values that cannot be captured by traditional generational classifications.
Against this backdrop, we have renewed our name to 'αZ総研' to expand our research scope beyond Generation Z to encompass an understanding of the next generation as a whole.
Concept of 'αZ総研'
Understand the reality of young people.
That's how you can move their hearts.
How can we effectively engage with the Alpha and Z generations?
We often hear this concern from companies.
Engaging means interacting with people.
Instead of trying to force them to act based on assumptions,
first, understand their reality, and then speak to that reality.
Then, they will naturally turn their attention and their hearts will be moved.
We, αZ総研, were born as Japan's first think tank organization dedicated to Generation Z.
The individuals themselves know their reality better than anyone.
We, young people who continuously research trends,
will strongly support companies in engaging with the Alpha and Z generations, from research and strategy planning to creative output.
Official Website of 'αZ総研'
FAQ
What is the main reason for the name change from Z総研 to αZ総研?
The name change reflects the organization's expansion of its research scope beyond Generation Z to include the Alpha generation and other emerging younger demographics, acknowledging their unique values and characteristics shaped by a digital-native environment.
When will the new structure and website for αZ総研 officially launch?
The new structure and the revamped official website will be launched on March 30, 2026.
What is the core concept or philosophy of αZ総研?
The core concept is to 'understand the reality of young people' to effectively connect with them. αZ総研 emphasizes understanding the authentic experiences and perspectives of Gen Z and Gen Alpha, rather than relying on assumptions, to help businesses engage with these generations authentically.
What services does αZ総研 offer to businesses?
αZ総研 offers comprehensive support for businesses aiming to engage with the Alpha and Z generations. This includes research, strategic planning, and creative output, all based on their deep understanding of these demographics.
Who are Generation Z and Generation Alpha?
Generation Z (Gen Z) refers to individuals born after 1995, and Generation Alpha (Gen Alpha) refers to individuals born after 2010. Both are considered key younger demographics for future research and market engagement.