Marketing Strategies for Generation Z: A Comparative Analysis of Two French Startups, Amo and Numera

Xing Lian

2025

Abstract

This paper examines the marketing strategies of two French startups, Amo and Numera, that target Generation Z, a consumer group defined by its digital nativeness, demand for authenticity, and value-driven purchasing behavior. Amo, operating in the social tech sector, emphasizes peer-to-peer connection and de-influencing strategies. At the same time, Numera, a sustainable cosmetics brand, integrates ecological messaging with micro-influencer collaborations and community engagement. Through a qualitative case study, this research highlights how empathic response, social responsibility, and user participation serve as central forces of brand loyalty among Generation Z. The study contributes to a deeper understanding of how startups can effectively adapt their marketing to emerging generational values despite limited resources. Comparing two contrasting industries offers practical insights into how purpose-led branding and authentic communication foster long-term consumer relationships. The findings serve as a strategic reference for other early-stage ventures striving to stand out in a competitive, value-conscious digital market.

Paper Citation

in Harvard Style

Lian X. (2025). Marketing Strategies for Generation Z: A Comparative Analysis of Two French Startups, Amo and Numera. In Proceedings of the 1st International Conference on Politics, Law, and Social Science - Volume 1: ICPLSS; ISBN 978-989-758-785-6, SciTePress, pages 152-159. DOI: 10.5220/0014298600004859

in Bibtex Style

@conference{icplss25,
author={Xing Lian},
title={Marketing Strategies for Generation Z: A Comparative Analysis of Two French Startups, Amo and Numera},
booktitle={Proceedings of the 1st International Conference on Politics, Law, and Social Science - Volume 1: ICPLSS},
year={2025},
pages={152-159},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014298600004859},
isbn={978-989-758-785-6},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Politics, Law, and Social Science - Volume 1: ICPLSS
TI - Marketing Strategies for Generation Z: A Comparative Analysis of Two French Startups, Amo and Numera
SN - 978-989-758-785-6
AU - Lian X.
PY - 2025
SP - 152
EP - 159
DO - 10.5220/0014298600004859
PB - SciTePress