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
Millennials the baby boomers and due to the significant increase in birth rates from the early 1980s to mid 1990s, mirroring that of their parents. In the United States, birth rates peaked in August 1990 and a 20th-century trend toward smaller families in developed countries continued. In his book "The Lucky Few: Between the Greatest Generation and the Baby Boom", author Elwood Carlson called this cohort the "New Boomers". Psychologist Jean Twenge described millennials as "Generation Me" in her 2006 book "Generation Me: Why Today’s Young Americans Are More Confident, Assertive, Entitled – and More Miserable Than Ever Before", which was