It is no secret that the “echo boomers”—loosely speaking, the children of the baby boomers—make up a very big generation. The leading edge of the echo boomers has already moved into the housing market, and the apartment industry expects this continued wave to significantly boost the demand for apartment residences. There seems to be some disagreement, however, about how much this group will really contribute to apartment demand. Some analysts make the case that the bulk of demand growth for apartments will come from the baby boomers, not their children. This is largely a matter of perspective; our view is that there is good reason to see echo boomers as the key demand driver in the next decade.