Living in society is inherently connected with the processes of identification, classification and self-classification. This combined with the multiplicity of goods creates patchy and sometimes surprising manifestations of identity and lifestyles. One of such manifestations may be “immersion” in information and communication technologies, which becomes a source and a tool of shaping identity. The article examines the question of whether and, to what extent, media technologies determine man’s life and his/her identity. Generation Alpha is analyzed in detail in the context of the Internet of Things. This analysis is preceded by a synthesis of Generation Y and Z, with Generation X deliberately omitted. The discussion of the features characterizing representatives of these generations is preceded by theoretical considerations on the following terms: identity, generation and the Internet of Things. It has been assumed that media users are not a homogeneous group; they differ in terms of their first and subsequent contacts with media technologies, their sensitivity and competence. These differences are mainly dependent on in the generation they represent. The identity and lifestyle of customers/media users are mostly determined by when they were born. An analytical and descriptive method is employed in the article.