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 for "generational ownership" has motivated a handful of marketing mavens and cultural commentators to coin and/or promote their own terms for sub‑segments of the baby-boomer generation. These monikers include, but are not limited to, "golden boomers," "generation Jones," "alpha boomers," "hippies," "yippies," "yuppies," "zoomers," and "cuspers." In Ontario, Canada, one attempt to define the boom came from David Foot, author of "Boom, Bust and Echo: Profiting from the Demographic Shift in the 21st century" (1997). He defines a Canadian boomer as someone born from 1947 to 1966, the years that more than 400,000 babies were born. However, he acknowledges that