As discussed earlier, the Millennials pose a special challenge
for marketers because they are skeptical about commercial
activities. To overcome this inherent skepticism, retailers may
strive to create a partnership with a “good cause.” For instance,
the mobile message could emphasize the link between the firm
and green retailing or the link to a worthwhile charity. Similarly,
the Millennials are very interested in peer-to-peer (P2P)
communications. Given this reality, retailers could incorporate
P2P communications (e.g., user-generated ads) in their
marketing strategies.