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 X self-identify as boomers, and that they are culturally distinct from boomers in terms of shared historical experiences. Howe says that while many demographers use 1965 as a start date for Generation X, this is a statement about fertility in the population (birth-rates which began declining in 1957, declined more sharply following 1964) and fails to take into consideration the shared history and cultural identity of the individuals. Strauss and Howe define Generation X as those born between 1961 and 1981. Many researchers and demographers continue to use dates which correspond to the strict fertility-patterns in the population, which results in