Millennials Age" editorial coined the phrase "Generation Y" to describe those who were aged 11 or younger as well as the teenagers of the upcoming ten years who were defined as different from Generation X. According to journalist Bruce Horovitz, in 2012, "Ad Age" "threw in the towel by conceding that millennials is a better name than Gen Y", and by 2014, a past director of data strategy at "Ad Age" said to NPR "the Generation Y label was a placeholder until we found out more about them". Millennials are sometimes called "Echo Boomers", due to their being the offspring of
Generation Z Generation Z, which they defined as people born from the mid-1990s to the early 2000s, made up 25% of the U.S. population, making them a larger cohort than the Baby Boomers or Millennials. Frank N. Magid Associates estimates that in the United States, 54% are caucasian, 24% are Hispanic, 14% are African-American, 4% are Asian, and 4% are multiracial or other. Generation Z are often children of Generation X, but they also have parents who are Millennials. According to Public Relations Society of America, the Great Recession has taught Generation Z to be independent, and has led to an entrepreneurial