Marketing Strategies for Generation Z: A Comparative Analysis of

Two French Startups, Amo and Numera

Xing Lian

Sino-French Institute of Renmin University of China, Suzhou, Jiangsu, China

Keywords: Marketing Strategy, Startup, Generation Z, Consumer.

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.

1 INTRODUCTION

1.1 Research Background

In recent years, Generation Z (Gen Z) emerged as a

dominant force in the consumer market. This group

grew up surrounded by digital tech all around them.

Because they're always using phones, social media,

and messaging apps, they've developed their own

special way of shopping and spending money. Their

consumer behavior reflects a marked departure from

previous generations, with particular emphasis on

brand authenticity, customized experiences, and

corporate values that resonate with their personal

ideologies. These evolving preferences are

fundamentally transforming brand communication

strategies and value proposition frameworks.

The emergence of digitally native consumers has

compelled businesses to fundamentally reconfigure

their marketing paradigms. Conventional approaches,

predominantly characterized by mass broadcasting

and brand-centric messaging, have proven inadequate

in engaging this demographic. Contemporary

marketing strategies must instead prioritize

interactivity, community engagement, and social

responsibility to resonate effectively. This shift has

elevated social media platforms, influencer

partnerships, and user-generated content from

supplementary tactics to core components of

successful Gen Z marketing initiatives.

For early-stage ventures operating in competitive

markets such as France, this generational transition

constitutes a dual proposition of strategic challenges

and growth potential. Unlike established corporations

with substantial marketing resources, startups

typically possess constrained budgets but greater

organizational agility, positioning them to pioneer

innovative engagement tactics. Their inherent

flexibility enables experimentation with

unconventional approaches to cut through market

noise and capture Gen Z attention. For these emerging

businesses, mastering generation-specific

engagement strategies represents not merely a

competitive advantage, but a fundamental

requirement for sustainable market penetration and

long-term viability.

1.2 Research Questions

This research conducts a comparative case study of

two emerging French brands, Amo and Numera,

152

Lian, X.

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

DOI: 10.5220/0014298600004859

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 1st International Conference on Politics, Law, and Social Science (ICPLSS 2025), pages 152-159

ISBN: 978-989-758-785-6

analyzing their distinct approaches to engaging Gen

Z consumers. The investigation focuses on three

aspects of Gen Z's consumption psychology: their

demand for brand authenticity, expectation of digital-

native engagement, and preference for socially

conscious business practices. By systematically

comparing these startups' marketing tactics, the study

reveals both convergent strategies and divergent

implementations across different market

segments.The analysis evaluates campaign

performance through multiple metrics: social media

interaction rates, consumer sentiment analysis, and

market share progression. These quantitative

measures are complemented by qualitative

examination of brand narrative coherence and value

alignment. The findings demonstrate how resource-

constrained startups can leverage generational

insights to achieve disproportionate market impact,

suggesting that strategic authenticity often outweighs

budgetary advantages in Gen Z marketing.

1.3 Research Significance

This research is significant in that it offers practical

insights into how startups can successfully tailor their

marketing efforts to meet the expectations of Gen Z.

By analyzing the strategies of Amo and Numera, this

study provides a reference for other French startups

seeking to innovate and improve their market

positioning. It also contributes to a broader

understanding of evolving marketing practices in the

digital age.

1.4 Research Methodology

This paper adopts a qualitative case study approach,

focusing on Amo and Numera as representative

examples of French startups targeting Gen Z

consumers. Their marketing strategies are analyzed

and compared to identify patterns, differences, and

potential best practices.

2 LITERATURE REVIEW

2.1 Generation Z Consumer Behavior

Characteristics

Generation Z, typically defined as individuals born

between 1997 and 2012, represents a new wave of

consumers whose expectations and behaviors diverge

significantly from previous generations.

Understanding their unique characteristics is crucial

for startups aiming to effectively engage with this

cohort.

Gen Z consumers place a high value on

personalized experiences and authentic

communication with brands. They expect brands to

understand their needs, preferences, and identities.

Traditional mass-marketing techniques tend to fall flat

with this audience, which favors tailored messages

and real-time interaction (Francis and Hoefel, 2018).

Social and environmental awareness is a defining

trait of Gen Z. They tend to support brands that align

with their values, including those that demonstrate

commitment to sustainability, diversity, and ethical

business practices. For startups, aligning with these

values can be a major competitive advantage.

Influencer recommendations, user reviews, and

branded content on these platforms play a significant

role in shaping their purchasing decisions (Turner,

2015).

2.2 Contemporary Marketing Theories

As marketing evolves in response to changing

technologies and consumer expectations, three

emerging approaches have gained prominence among

startups: influencer marketing, emotional marketing,

and brand communities. These theories resonate

particularly well with Gen Z values and offer

innovative pathways for new companies to connect

with their audience.

Influencer marketing involves partnering with

individuals who have built a significant following and

credibility in specific niches to promote a brand’s

products or services. This strategy thrives on the trust

and perceived authenticity that influencers have

cultivated with their followers (Brown and Hayes,

2008). Gen Z values authenticity and peer-like

communication, making influencer marketing

particularly effective. Micro- and nano-influencers,

with smaller but highly engaged audiences, are

especially relevant for startups due to their cost-

effectiveness and closer audience relationships

(Kapitan et al., 2021).

Influencers can act as powerful intermediaries who

humanize the brand and make its message more

relatable. Influencer endorsements significantly

affect consumer attitudes toward the brand, especially

when there is a high level of congruence between the

influencer’s image and the brand values (De Veirman

et al., 2017).

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

153

Emotional marketing aims to build strong

emotional bonds between a brand and its consumers,

going beyond the functional attributes of a product. It

involves storytelling, symbolism, and sensory appeal

to evoke specific feelings that can lead to stronger

brand loyalty (Matzler et al., 2008). Gen Z consumers

respond well to brands that evoke empathy, humor,

nostalgia, or inspiration. Startups can harness

emotional marketing by sharing authentic origin

stories, challenges faced during development, or

missions that resonate with broader societal values.

This emotional connection encourages long-term

engagement and fosters word-of-mouth promotion.

Additionally, emotional marketing contributes to

brand differentiation in highly saturated markets. As

startups often struggle to compete on price or

distribution, emotional appeal offers a unique and

memorable positioning strategy.

A brand community is a group of customers who

form meaningful connections with each other around

their shared admiration for a brand. These

communities are not just marketing tools but cultural

and social ecosystems that drive customer loyalty and

co-creation (Muniz and O’Guinn, 2001). Startups can

benefit significantly from fostering brand

communities, especially in the early stages of

business development. These communities serve

multiple purposes: they offer organic brand

promotion, real-time feedback, and a sense of

belonging that ties customers to the brand identity.

Engagement tools such as social media groups,

interactive forums, and brand-led events can facilitate

community development. Moreover, brand

communities support peer-to-peer interaction, which

Gen Z values as a trusted source of information and

support.

2.3 Marketing Challenges and

Opportunities for Startups

Startups navigate the business landscapes marked by

resource constraints and intense competition, yet

these conditions often spur creative marketing

approaches perfectly suited to Gen Z consumers. The

inherent limitations of startup marketing budgets

demand exceptional efficiency, making cost-effective

strategies like authentic influencer partnerships and

emotionally resonant storytelling particularly

valuable compared to traditional advertising

expenditures.

The saturated startup ecosystem presents another

fundamental challenge: cutting through the market

noise requires genuine differentiation through

compelling brand narratives and distinctive value

propositions that resonate emotionally. Interestingly,

Gen Z's appreciation for raw authenticity over

polished perfection allows emerging brands to turn

their developmental journey and transparency into

competitive advantages rather than weaknesses.

These digital-native consumers actually provide a

strategic roadmap for startup marketing success

through their demonstrated preferences for purpose-

driven brands, interactive digital experiences, and

community-oriented engagement. Startups that

skillfully incorporate these elements can develop

meaningful connections and foster impressive brand

loyalty despite their newcomer status, proving that in

today's market, cultural relevance and authentic

engagement often outweigh budgetary advantages.

3 CASE STUDY

This research focuses on Amo and Numera, two

post-2022 startups chosen for their groundbreaking

approaches to connecting with Gen Z consumers

through non-traditional marketing tactics. Operating

in social technology and eco-friendly beauty

respectively, these companies provide particularly

insightful case studies for examining how modern

brands are successfully employing emotional

engagement, community-focused initiatives, and

alternative influencer strategies to resonate with

young consumers while staying true to core

generational values.

3.1 Amo: Innovative Marketing

Strategies Focused on Authentic

Social Interaction

Amo is a Paris-based startup founded in 2022 by a

team of former Snapchat engineers. Its mission is to

reinvent social interactions for Gen Z users through

apps that prioritize real-time, emotional connection.

Amo’s main products include Tilt (a real-time camera

app that only opens once per day), Bump (a tool for

making new friends nearby), and ID (a customizable

social profile card). Rather than promoting likes,

followers, or curated identities, these apps encourage

spontaneous, personal sharing.

Amo is positioned toward Gen Z consumers, who

prioritize authenticity, emotional connection, and

meaningful digital interaction. This generation is

increasingly skeptical of traditional influencer-driven

ICPLSS 2025 - International Conference on Politics, Law, and Social Science

154

platforms and prefers content that reflects real life.

Amo’s vision directly aligns with these values by

fostering intimate, friend-focused communication

spaces.

Rather than relying on traditional influencers or

celebrity endorsements, Amo embraces a de-

influencing approach. This involves peer-to-peer

promotion, community seeding, and “friend first”

discovery models. It aligns with recent marketing

research indicating a shift in Gen Z trust away from

macro-influencers toward micro-networks (Campbell

et al., 2023). Amo’s growth relies on small-group

virality and app-based referrals, making it a natural fit

for decentralized influence strategies.

Amo brands itself around the core principle that

real relationships matter more than public image. This

emotional positioning taps into emotional branding,

creating stronger affective ties between users and the

product (Thomson et al., 2005). The emotional

experience is integral to the app itself, not just its

marketing campaigns. Amo’s user experience is

deliberately designed to market itself. Daily photo

prompts, visible user actions (e.g., “you missed

today’s moment”), and real-time notifications

generate organic content and drive re-engagement. As

such, the product functions as both a utility and a viral

communication engine, minimizing the need for

external advertising.

3.2 Numera: A Sustainable Approach

to Digital Marketing

Numera is a Lyon-based beauty and wellness startup

founded in early 2023. It specializes in solid-format

cosmetic products, such as solid shampoo bars, face

cleansers, and body moisturizers. The brand’s core

promise is zero waste and carbon-neutral production,

aiming to reshape consumer habits in the beauty

industry. Packaging is biodegradable, and all

ingredients are ethically sourced.

Numera primarily targets environmentally

conscious Gen Z and Millennial customers. This

demographic increasingly values brands that reflect

their ecological and ethical concerns. 73% of Gen Z

consumers are willing to pay more for sustainable

products (NielsenIQ, 2015). Numera’s brand purpose

which combines personal care with planetary care is

an explicit response to these evolving values.

Numera promotes its products directly through

platforms like Instagram and TikTok, integrating e-

commerce capabilities (e.g., Instagram Shop) with

user-generated product demonstrations. The brand

encourages customers to post content showing their

plastic-free routines, thereby leveraging authentic

content over polished ad campaigns. Inspired by

grassroots sales models, Numera offers digital

ambassador programs, where customers become

affiliate marketers with unique referral codes. These

micro-entrepreneurs are trained to represent the brand

authentically and educate their audiences. This hybrid

between influencer marketing and direct sales

promotes ownership, trust, and relatability (De

Veirman et al., 2017). The company consistently

weaves its ecological mission into every piece of

communication, from packaging and email

newsletters to influencer partnerships and video

campaigns. This deep narrative integration supports

strong emotional ties and reinforces the brand’s

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4 COMPARATIVE ANALYSIS OF

MARKETING STRATEGIES

4.1 Marketing Positioning Comparison

Amo and Numera are two emerging French startups

that have adopted distinctive marketing positions

aligned with the values and behaviors of Gen Z

consumers. Although they operate in vastly different

industries, Amo in the social media tech space and

Numera in sustainable cosmetics, both aim to connect

deeply with their audiences through innovative

strategies.

Amo, founded in 2023 by Antoine Martin, the co-

founder of Zenly, presents itself as an alternative to

traditional, curated social media platforms. Its

products, Tilt, Bump, and ID, focus on fostering raw,

real-time, and friend-first interactions, deviating from

influencer-centric engagement. Amo positions itself

as an antidote to the perfection of mainstream social

platforms, specifically targeting younger users

disillusioned with the artificial engagement metrics

and performative culture prevalent on Instagram and

TikTok. By centering its brand philosophy on "real

friends, real interactions," the platform deliberately

rejects algorithmic virality in favor of authentic

interpersonal connections, creating a space where

genuine relationships take precedence over mass

visibility.

Numera approaches the market differently as a

mission-led beauty brand aiming to make sustainable

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

155

personal care accessible. Through its innovative

solid-format product line, the company attracts

environmentally aware Gen Z consumers who

prioritize ethical consumption, effectively selling not

just cosmetics but an entire eco-conscious lifestyle.

The brand's marketing blends product education with

environmental advocacy, using compelling narratives

and community initiatives to foster deeper emotional

investment from its customer base.

Though operating in distinct industries, both

startups demonstrate how effectively addressing Gen

Z's twin priorities of authenticity and social impact

can drive brand success. Amo fulfills the desire for

truthful digital interactions, while Numera meets the

need for consumption aligned with personal values,

proving that meaningful engagement outweighs

traditional marketing tactics for this demographic..

4.2 Social Media Marketing

Comparison

Social media plays a vital role in the marketing

strategies of both Amo and Numera, yet the way each

brand engages with the medium reveals profound

differences rooted in their respective brand

philosophies.

Amo takes a radically different approach to social

media marketing by intentionally rejecting influencer

partnerships, advertising, and algorithm-driven

content. Instead, Amo’s strategy is built on what

might be described as “de-influencer marketing.” The

product itself becomes the main promotional tool,

relying on organic, peer-to-peer discovery. This

aligns with the “friends-first” interaction model that

prioritizes meaningful engagement over superficial

likes or shares. In this model, virality is not the

objective; rather, depth and frequency of usage within

small friend circles are the keys to growth. This form

of social media marketing reflects the shift that

emphasizes the growing Gen Z preference for

authenticity over aspiration (Vredenburg and Kapitan,

2022). Amo’s growth tactics, such as exclusive invite

systems and time-sensitive content, stimulate

curiosity and “fear of missing out”(FOMO) while

keeping the platform intimate and close-knit. It is a

form of "social-first" branding where community

precedes brand narrative.

Numera skillfully leverages social media's dual

potential for narrative-building and market expansion

by blending conventional influencer partnerships

with purpose-driven messaging. The company

strategically partners with environmentally aware

micro-influencers whose personal commitment to

sustainability lends credibility to their promotion of

plastic-free living, minimalist lifestyles, and solid-

format beauty alternatives. These authentic

collaborations typically feature practical

demonstrations, honest product assessments, and

interactive sustainability challenges that motivate

audience participation. Complementing this organic

content, Numera incorporates seamless social

commerce functionalities like in-platform purchasing

options and referral incentives, effectively bridging

the gap between compelling storytelling and

convenient transaction opportunities. This integrated

approach merges inspirational eco-conscious

messaging with smooth conversion mechanisms,

facilitating a natural transition from brand discovery

to customer acquisition while maintaining consistent

environmental values throughout the consumer

journey. Gen Z consumers respond more favorably to

brands that embed social responsibility in their social

media presence rather than using it as a gimmick

(Hughes et al., 2019).

In sum, while Amo uses social media to foster

closed, personal circles of interaction, Numera

leverages it as an educational and commercial tool to

widen the reach of its sustainability mission. Both

models are effective, yet cater to different consumer

desires within the same generational cohort.

4.3 Brand Community Building

Comparison

The concept of brand community has become

indispensable in contemporary marketing,

particularly for Gen Z audiences who prioritize

meaningful connections and shared values. Amo and

Numera exemplify two divergent yet equally

effective approaches to community building that cater

to this demographic's expectations.

Amo's community emerges organically from its

product design rather than manufactured marketing

efforts. The app's architecture facilitates real-time,

private interactions between friends while

deliberately avoiding public engagement metrics,

fostering intimate digital circles where the platform

naturally becomes a space for authentic micro-

communities. This product-led approach aligns with

Gen Z's preference for genuine connection over

performative social media behaviors, bonding

through shared experiences rather than curated

content.

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Conversely, Numera cultivates community

through structured participation frameworks that

transform customers into active stakeholders. The

brand orchestrates sustainability initiatives, user-

generated campaigns, and an ambassador program

that collectively foster a multi-tiered ecosystem

ranging from casual buyers to devoted advocates. By

highlighting customer journeys and eco-conscious

transformations, Numera builds an identity-based

collective where members co-create brand meaning

through their environmental commitments.

While Amo relies on platform-based interaction to

build tight-knit user circles, Numera constructs an

aspirational identity-based community through

participation and shared values. Both models, while

different in form, fulfill Gen Z's desire for connection

and involvement.

4.4 Application of Sustainability

Elements

Sustainability forms the foundation of Numera's

entire operation, shaping everything from product

design to customer communications. The brand has

consistently applied circular economy concepts

across its value chain, ensuring environmental

responsibility influences not just marketing messages

but also tangible business decisions regarding

formulations, packaging solutions, and stakeholder

engagement. This holistic approach to sustainability

enables Numera to maintain credibility with eco-

conscious consumers while differentiating itself in

the competitive beauty market. Solid cosmetics

reduce water content and eliminate plastic packaging,

and the brand ensures transparency by

communicating its ingredient sourcing and

production practices. Every aspect of its brand

touchpoints reinforces environmental consciousness,

whether it's on social media, product labels, or

customer emails. This consistency strengthens

Numera's credibility as a sustainable brand and

satisfies the increasing consumer demand for

transparency and accountability in business practices.

Nearly 73% of Gen Z consumers are willing to pay

more for sustainable products, a sentiment that

Numera effectively captures (NielsenIQ., 2022).

In contrast, Amo does not explicitly highlight

sustainability in its marketing or operations.

However, one could argue that by operating entirely

in the digital sphere with no physical products or

logistics, the environmental footprint is inherently

lower than that of traditional industries. Nonetheless,

this aspect is not framed as part of the company’s

narrative, and thus does not function as a competitive

advantage in its branding. This absence of a

sustainability message may not hinder Amo's appeal

in the short term, given its focus on real-time

interaction and emotional connection, but could

become a missed opportunity as digital sustainability

becomes more relevant.

4.5 Consumer Feedback and Market

Impact

Both Amo and Numera have gained significant

market traction by aligning with Gen Z's core values,

though each faces unique challenges moving forward.

Amo's emphasis on authentic peer connections has

resulted in impressive user retention, with app store

reviews and media reports highlighting its innovative

approach to social networking. By eschewing

traditional ads, the platform has cultivated strong user

trust, though this very strength presents monetization

hurdles that will require creative solutions to ensure

sustainable growth while preserving its community-

focused ethos.

Similarly, Numera's commitment to sustainability

has driven steady monthly growth, with customers

particularly praising its clean formulations,

environmentally-friendly packaging, and informative

brand messaging. While its influencer collaborations

and affiliate programs provide cost-effective scaling

opportunities, the brand must carefully maintain its

authentic voice to avoid alienating its

environmentally-conscious customer base that

remains wary of overly commercialized partnerships.

Both cases illustrate how startups can successfully

engage Gen Z through value-driven approaches while

navigating the inherent tensions between growth,

authenticity, and financial sustainability.

5 STRATEGIC INSIGHTS AND

FUTURE DIRECTIONS

5.1 Key Findings

Amo's strategy capitalizes on Gen Z's craving for

authentic connection by transforming its platform into

a vehicle for genuine peer interactions rather than

staged influencer content, effectively tapping into this

demographic's preference for unmediated social

experiences.

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

157

Numera's approach demonstrates how

environmental consciousness can become a powerful

brand differentiator, merging eco-friendly product

development with community-driven marketing

tactics that turn customers into active brand

ambassadors. Both cases underscore a crucial market

insight: for Gen Z consumers, emotional resonance

and value alignment consistently outweigh traditional

considerations like price or features when building

brand loyalty.

The success of these startups highlights a

fundamental shift in effective marketing paradigms,

where traditional advertising gives way to strategies

prioritizing community building, authentic

storytelling, and shared purpose. These findings

suggest that companies seeking to capture the Gen Z

market must move beyond transactional relationships

to cultivate meaningful connections rooted in identity

and values.

5.2 Marketing Implications for French

Startups

For social and digital offerings, adopting

decentralized communication strategies that prioritize

organic peer sharing and authentic user interactions

proves particularly impactful. These platforms

succeed when designed to facilitate natural user

engagement, effectively transforming the product

experience into its own marketing vehicle through

genuine word-of-mouth propagation.

For physical product startups, especially those in

lifestyle and ethical categories, combining social

commerce mechanics with sustainability narratives

creates powerful brand affinity. These companies

benefit from implementing community-oriented sales

approaches that actively involve consumers in co-

creating brand stories, thereby strengthening

emotional connections while increasing visibility.

Despite the resource limitations typical of early-stage

ventures, this focused approach centered on core

values enables startups to make memorable

impressions that resonate with Gen Z's priorities and

consumption habits.

6 CONCLUSION

This study compares how two French startups, Amo

and Numera, engage Gen Z through distinct yet

equally effective strategies. Both leverage social

media differently: Amo fosters intimate peer

communities while rejecting influencer culture,

whereas Numera combines eco-conscious influencers

with grassroots sustainability education. Their

success reveals Gen Z's dual priorities: Amo

demonstrates the power of authentic emotional

connections, while Numera shows the importance of

aligning with consumer values through its solid-

format products and environmental mission.

Ultimately, both cases prove that for startups

targeting this demographic, building genuine

community ties and demonstrating social

responsibility outweigh traditional marketing

approaches in fostering long-term loyalty.

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