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
Baby boomers of 1943-1960) reached a common retirement age in the United States: 66 years. An indication of the importance put on the impact of the boomer was the selection by "TIME" magazine of the Baby Boom Generation as its 1966 "Man of the Year." As Claire Raines points out in "Beyond Generation X", "never before in history had youth been so idealized as they were at this moment." When Generation X came along it had much to live up to according to Raines. Boomers are often associated with the counterculture of the 1960s, the civil rights movement, and the "second-wave" feminist