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 onwards, are more conservative than Millennials, Gen Xers and Baby Boomers with respect to marijuana legalization, transgender issues and same sex marriage. In a study conducted in 2015 the Center for Generational Kinetics found that American Generation Zers, defined here as those born 1996 and onwards, are less optimistic about the state of the US economy than their generation predecessors, Millennials. The March for Our Lives, a 2018 demonstration following the Stoneman Douglas High School shooting was described by CNBC as an indicator of the political power of Generation Z. Journalist Arick Wierson stated "politicians from both major parties should