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 X between 1946 and 1955, and "younger boomers", which they defined as born between 1956 and 1964. They found much of the cultural identity of the baby-boomer generation is associated with the "older boomers", while half of the "younger boomers" were averse to being associated with the baby-boomer cohort and a third of those born between 1956 and 1964 actively identified as members of Generation X. Demographers William Strauss and Neil Howe rejected the frequently used 1964 end-date of the baby-boomer cohort (which results in a 1965 start-year), saying that a majority of those born between 1961 and 1964 do not