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
Generations in the workforce the next generation. They are said to be loyal to their organisations, enjoy the notion of lifetime employment and prefer to be valued or needed as opposed to rewarded with recognition or money. An article by Emma Simon in the "Daily Telegraph" describes them as the 'post war generation' who have enjoyed an "unbroken run of good-luck". Generation X is the generation born after the Western post-World War II Baby Boomers between approximately 1965 and 1980. The term was noted by photographer Robert Capa in the early 1950s. Of the generation, Capa said "We named this unknown generation, The Generation