For Gen Z, their path to adulthood has been shaped by immense uncertainty, concern, and change — requiring them to be flexible and adaptable as they find their footing. As a group they can be seen as thoughtful or fickle, collaborative or self-obsessed, humorous or righteous. This ability to embrace contradiction defines their uniqueness as a generation, but can be a puzzle for marketers. As Gen Z amasses spending power, knowing what influences their decision-making and gains their loyalty can be difficult to pin down. Here are six notable ways to relate to Gen Z and provide them unquestionable value.