以Z世代※為研究對象的智庫組織『Z総研』（Z Research Institute）將更名為『αZ総研』（Alpha-Z Research Institute），並於2026年3月30日起以新體制啟動。同時，我們也將全面更新官方網站及品牌標誌設計。
※Z世代（Generation Z，1995年後出生者）
※α世代（Generation Alpha，2010年後出生者）
改版背景
自2019年成立以來，Z総研一直以Z世代當事者的視角為核心，調查並發布關於年輕世代的價值觀、消費行為及溝通方式的變化。
目前，社會的關注焦點已開始擴展到Z世代之後的「α世代」。α世代作為數位原生代，在AI和SNS已成為前提的環境中成長，正形成傳統世代劃分難以涵蓋的新價值觀。
基於這些變化，為了將研究領域從Z世代擴展到對下一世代的整體理解，我們將組織名稱更新為「αZ総研」。
『αZ総研』的理念
了解年輕人的真實。
才能觸動他們的內心。
該如何掌握α世代、Z世代？
我們常聽到企業客戶有這樣的煩惱。
所謂掌握，終究是與人互動。
與其基於臆測的印象強行推動，
不如先了解年輕人的真實，再與他們的真實對話。
如此一來，他們自然會回頭關注，內心也會隨之被觸動。
我們αZ総研，誕生於日本國內首個專注於Z世代的智庫組織。
最了解他們真實的，正是他們自己。
我們這些每天不斷研究趨勢的年輕人，
將從研究、策略規劃到創意產出，
全力支援企業客戶掌握α世代與Z世代的攻略之道。
『αZ総研』官方網站
https://www.zet.tokyo/
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常見問題
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.
