Since the dawn of digital, CMOs have been chomping at the bit to recruit Millennial brand ambassadors in a sustained effort to cultivate brand affinity, build cachet, and garner rapport. In fact, establishing credibility on the backs of Millennials has become far more of an obsession than a tactical approach. Nevertheless, courting them has proven to be a chief strategy that’s paying massive dividends for marketers. In the United States alone, 80 million Millennial shoppers spent $600 billion last year, a tab that is projected to reach $1.4 trillion by 2020. The sheer volume of annual revenue fueled exclusively by Gen Y has entire industries doubling down on mega-marketing initiatives. However, the one surefire strategy that has consistently achieved top-tier results has been referral marketing, which doesn’t actually market to Millennials at all. Instead, it markets through them.