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
Mid-twentieth century baby boom In some of these examples, an "echo boom" followed some time after as the offspring of the initial boom gave rise to a second increase, with a baby "bust" in between. The birth years of the baby boom as noted being both short and long lived, creates what many believe to be a myth to the notion of defining baby boomers as one "generation", as a unified concept is clearly not possible. Indeed, multiple generations may be present in a single country such as Ireland where the boom lasted 36 years. This overlapping effect of generations is not illuminated when