Everything you need to know about Gen Z and Millennial research and marketing, at your fingertips.

“I have friends who typically watch esports online in order to improve their own game playing skills.”—Female, 17, MD

Lyft is catching up to Uber, and young people are driving the trend. Uber still dominates the ride-sharing market numbers-wise, but according to SimilarWeb, Lyft now claimed 40% market share last month. They also report that 78% of Lyft downloads from GooglePlay in the past six months were by people under-34-years-old, compared to Uber’s 66%. Controversy surrounding Uber (#DeleteUber) could have spurred young people to download Lyft, and their ride-sharing pick is “an important indication of future growth.” (Recode)

Young people aren't buying big iced tea brands. YouGov found that the percentage of 18-34-year-olds who said they’ll buy iced tea dropped from 23% in 2016 to 18% today. It should come as no surprise, as Millennials gravitate more towards sugar-free, all-natural, and sparkling drinks (ahem, La Croix). Also, kombucha sales boomed by 34% last year. Arizona Iced Tea is the exception to the rule (other tea brands, take note), possibly because of their Instagrammable packaging, low price points, and trendy marketing. (Grub Street)

CBS is adding more reboots to its nostalgia-packed lineup. In the 2017-18 season, they already had revamped versions of S.W.A.T., Hawaii Five-O, and MacGyver. For the upcoming year, they’re keeping those and adding Magnum PIand Murphy Brown. Besides the new additions, the network already has plenty of built-in nostalgia entertainment still on air, lest we forget that shows like The Big Bang Theory and Survivor are over a decade old. (Uproxx)

Birth rates are down among teens and 20-somethings, but those-over-40 are having more children—according to the CDC. A Pew Research survey confirmed what many already suspected—that Millennials are delaying marriage—which plays into trends since women are still more likely to have children when married than when single. Immigration could stabilize the U.S. birth rate though “because immigrant moms account for a disproportionate share of births in the United States.” (The Atlantic)

Could drugstore brands close the gap between themselves and indie beauty upstarts? With Emily Weiss (founder of Glossier) recently admitting she uses St. Ives’ Apricot Scrub, some are questioning the true difference between drugstore brands and cult favorites, which “traffic in exclusivity.” CoverGirl’s and others’ recent rebrands towards minimalist packaging and inclusive marketing is a start. And to make a CVS more like a Sephora, more stores have been adding upscale brands from across the globe. (Nylon)

“I am into the elevated, cheap college meals. Thinks that don't cost a lot but look better than cheap food.”—Male, 21, CT