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 "Children of Baby boomers". Randstad Canada describes Generation Z as those born between 1995–2014. Australia's McCrindle Research Centre defines Generation Z as those born between 1995–2009, starting with a recorded rise in birth rates, and fitting their newer definition of a generational span with a maximum of 15 years. A 2014 report from Sparks and Honey and 2018 research from psychologist Jean Twenge describe Generation Z as those born in 1995 or later. In Japan, generations are defined by a ten-year span with "Neo-Digital natives" beginning after 1996. A 2018 report from Pew Research Center defines "Post-Millennials" as born from