The Burnout from the Bottomless Feed
The term “doomscrolling” entered our vocabulary to describe the habit of endlessly consuming negative or simply overwhelming online content, and Gen Z has been at the forefront of this experience. Having grown up in a hyperconnected world, they are more
aware than any previous generation of the mental and emotional costs of passive scrolling. This digital fatigue stems from constant exposure to everything from idealized lifestyles that fuel comparison to a relentless barrage of emotionally charged news. The result is a growing consciousness about the psychological toll of their digital habits, leading to a deliberate move away from platforms that merely occupy their time towards experiences that genuinely add value. Many are actively seeking ways to break the cycle, looking for more intentional ways to engage with the digital world.
The New Currency: What Is 'Relevance'?
For Gen Z, relevance is not a vague concept; it's a multi-faceted demand for a better digital contract. Firstly, it means personalization that feels intuitive, not intrusive. This generation has a pragmatic understanding of algorithms, viewing them as tools that should deliver tailored, interesting content. Secondly, relevance is about authenticity and community. They are moving away from polished, over-produced brand content and flocking to individual creators who feel more relatable and trustworthy. In India, Gen Z spends a significant portion of their digital time on the open internet—exploring interests on OTT platforms, podcasts, and blogs—not just on traditional social media. This cohort prioritises content that aligns with their values, such as wellness and personal development, and is receptive to advertising that respects this. Finally, relevance requires a value exchange. Whether it's through entertainment, education, or connection, the content must provide a tangible benefit, a shift from capturing attention to earning it.
From Passive Viewers to Active Curators
Instead of being passive recipients of algorithmic feeds, Gen Z is actively shaping their digital environments. They are masters of engagement, understanding that interactions signal to platforms what content to prioritise. They are also quick to use features that allow them to filter out what they don't want to see and are increasingly gravitating towards more controlled digital spaces. For many, this means preferring the interactive and immersive worlds of gaming over the passive nature of social media scrolling. This desire for control extends to how they discover information, with a staggering number now using visual platforms like TikTok and Instagram as their primary search engines. In India, where Gen Z social media users number in the hundreds of millions and spend hours online daily, this curatorial behaviour is reshaping the digital landscape at a massive scale.
Implications for Brands and Creators
This behavioural shift has profound implications for anyone trying to reach this demographic. The old playbook of simply buying eyeballs is obsolete. Success now depends on creating platform-specific content that feels native and authentic. Brands can no longer control the first interaction; they must earn their place in feeds dominated by trusted creators and peer-to-peer recommendations. User-generated content, genuine reviews, and partnerships with relatable micro-influencers often outperform big-budget advertising campaigns because they meet Gen Z's demand for authenticity. In a market as vast as India, with its 377 million Gen Z consumers, brands that deliver personalised, values-driven experiences will capture attention and loyalty. Poorly targeted or repetitive advertising risks immediate disengagement. The mandate is clear: Stop trying to interrupt what they're interested in and become what they're interested in.
