In a world where trends expire faster than they emerge and attention is often mistaken for absence rather than selectivity, understanding what truly captures youth attention has become less about decoding a formula and more about unlearning old playbooks.
Today’s young audiences are not disengaged- they are simply more discerning, choosing depth over disruption and authenticity over articulation. The oft-repeated notion of shrinking attention spans tells only half the story; while ad attention may now last barely five to six seconds, their appetite for content remains expansive, stretching across hours of streaming, gaming, and immersive digital experiences.
What has fundamentally shifted is not how much they consume, but how they choose to engage- gravitating towards voices that feel real, experiences that mirror their own, and narratives that are lived rather than manufactured.
It is within this evolving landscape that ad:tech 2026 brought together industry leaders to unpack the nuances of youth culture and more. In one of the sessions titled ‘Culture Decoded – What Drives Youth Attention Now’, Sumeet Singh, Chief Marketing Officer (CMO) at Info Edge, shared her perspective acknowledging that no one has fully “cracked the code”.
She described it as an ongoing journey of learning, with brands gradually becoming more attuned to shifting behaviors.
Responding to what captures youth’s attention today, Singh said, “I think we are all learning. I wouldn’t say that all of us have cracked the code. But I think we are on that journey, and all of us are getting better.”
She highlighted that brands like Info Edge today engage closely with multiple Gen Z cohorts – tracking milestones such as their first jobs, first life partners, and even their first homes – to better understand their evolving behavior.
Singh noted that while Gen Z is often believed to have the attention span of a “goldfish,” the reality is more nuanced. She explained that attention toward advertising in media has become extremely short- now reduced to less than five or six seconds, according to the latest studies. However, this does not translate into an overall lack of engagement. On the contrary, Gen Z continues to spend significant time on streaming platforms, showing strong engagement with live streaming as well as long-form content.
She emphasised that what truly matters today is that younger audiences are no longer looking at ads in the traditional sense- they don’t want a “planned voice.” Instead, a significant share of information discovery is now happening on social media, where authenticity takes precedence. As she put it, people are seeking “purity” in what they consume.
Drawing from her personal experience as a mother of two, she noted how much time young audiences spend on screens- gaming and engaging with content for hours each week.
“This exposure has shaped their preferences, making “life’s content” far more effective in capturing their attention. With both Gen Z and Gen Alpha at home, I observe that they don’t want a brand’s voice- they want a peer’s voice,” Singh said.
On how brands are adapting to this shift and how organisations are embracing the peer voice, she explained, “Today’s audiences actively share their perspectives and are highly conscious of what their content says about them. This consciousness extends to how they consume brand communication as well. Whether it’s a campaign, a post, or any form of messaging, they evaluate it through the lens of relatability- looking for something that reflects a piece of their own reality.”
She contrasted this with the mindset from about five years ago, when teams would reject content for being “not nicely done”- pointing out elements like shakiness, imperfect delivery, or lack of polish as flaws. Today, those very elements are often what make content resonate. What was once considered imperfect is now intentional and even desirable.
She added that brands are increasingly moving in this direction, with many focusing on co-creation. Young audiences are not just passive consumers, they are absorbing, interpreting, and creating content themselves. They are willing to share their views openly and stand by what they believe in, without hesitation.
Singh pointed out, “This shift calls for greater sensitivity from brands. The earlier approach of opening with a polished brand logo and narrating a neatly packaged story is losing relevance. Storytelling itself has evolved- it is no longer brand-led in the traditional sense but is becoming more consumer-driven, rooted in real, relatable experiences.
“In essence, what was once considered “picture perfect” has been replaced by a preference for raw, authentic content. Even elements like haziness or shakiness, once seen as flaws, are now part of the aesthetic that youth values because they signal authenticity and realness,” Singh mentioned.
On being asked whether the narrowing gap between consumers and brands has created a dichotomy- especially as audiences increasingly expect brands to take a stand on stronger, more vocal issues, even when such stances can be controversial or difficult- Singh elaborated that as a brand historian, one must clearly understand what the brand stands for- its core values, its mindset, and the spaces it intends to operate in. Defining this is critical, because without that clarity, brands risk constantly second-guessing themselves. A brand cannot keep shifting its core values or the space it wants to occupy; this foundation must remain firm.
Furthermore, she went on to say, “Communication should always reflect the brand’s authentic voice. Given that they engage deeply with the youth, there is a strong sense of responsibility. The decisions associated with our brands are not trivial, they are life decisions. These are not choices that consumers make lightly or without thought; they carry significant weight and meaning.”
At the same time, Singh emphasised that brands should not take positions merely to follow trends or because individuals expect them to. There will be certain issues a brand may consciously choose to stay away from if they do not align or directly impact it. However, that does not mean the brand is indifferent or disconnected from its audience.
She pointed out that today’s consumers are highly perceptive.
“They can easily discern whether a brand genuinely stands for something or is merely trying to capture attention. Audiences look beyond surface-level messaging; they assess whether the brand truly embodies its stated beliefs in real life, how much it is willing to commit, and whether its actions go beyond just a campaign,” Singh said.
Singh pointed out that brands should avoid taking stands solely for the sake of campaigns. Consumers are quick to identify inauthenticity, and when they do, they may reject the brand altogether. Genuine intent and consistent action, she stressed, are what truly resonate.
On being asked what truly drives youth’s attention- whether it is authenticity, relatability, or speed- Singh explained that, for her, it is less about these labels and more about what genuinely concerns them.
She agreed that speed plays a significant role. By the time brands draft briefs and align on execution, the moment often passes, making it difficult to catch up.
“Many trends today exist as micro-moments or micro-trends that may last only a day or two, and keeping pace with them is a challenge for most brands. However, not all moments are fleeting. Some causes and cultural shifts endure for longer periods, three months, four months, even up to a year, and these are the spaces where brands can meaningfully participate. These are moments that can be identified, engaged with, and stood for with intent.”
Ultimately, she emphasised that youth is not just evaluating what brands say, but what they truly believe in and consistently live up to. The real question, she suggested, is whether a brand genuinely stands by the promise it is making- prompting brands to rethink their approach beyond surface-level engagement.
