What waning attention means for brands in India, ETBrandEquity

By Amit Chaubey,

We live in a hyper-connected, yet increasingly fragmented digital landscape, with a challenge greater than merely reaching the audiences looming before us – earning and sustaining their attention. For Gen Z in India, a demographic that’s projected to wield $2 trillion in spending power by 2035, earning their attention is difficult, shaped by fast paced lifestyle and endless scrolling. It’s time brands recognize that this isn’t just a marketing nuance — it’s the new battleground for growth and lasting relevance with digital natives. The traditional playbook, revolving around old-school metrics like impressions and view-through rates, no longer captures the full picture. This shift emphasizes why the pivot to attention-based measurement is an important ballgame in the landscape. The Shifting Sands of Attention

We are currently in the middle of an Attention Flux, where human attention has risen to become the most potent predictor of business growth and brand impact. Understanding attention economics is only the beginning – successful brands must develop sophisticated strategies for earning quality engagement. Platform selection is critical, as not all digital environments perform equally. The attention study, which tracked more than 3,000 respondents across India, reveals a counterintuitive truth – platforms designed for fleeting moments like disappearing Stories, retain focus 2x longer than feed-based rivals. Format strategy proves to be equally important. While non-skippable formats generally capture more attention, some skippable formats can be more than twice as effective in capturing voluntary, active attention. When consumers choose to engage despite having the option to skip, that voluntary attention becomes far more valuable.

Every consumer scrolls differently – they shift fluidly between formats and platforms, which has positioned multi-format advertising strategies to not just be valuable, but essential. Gen Z isn’t just passively consuming content; they’re actively engaging, curating, and influencing; and with their presence spread across various touchpoints in their journey, it has become impossible for brands to solely rely on a single-format approach. A comprehensive cross-format approach allows marketers to reach Gen Z where they are in the moment. Emerging formats like Augmented Reality Lens activations, in-scroll ads, and even Snap’s recent innovation- “Sponsored Snaps” are built to precisely bridge this gap to enable co-creation over mere consumption.

Creative execution seals the deal. Understanding Gen Z’s preferences for visual expression is crucial. Nearly 80% rely on images, GIFs, and immersive visuals to connect with their inner circle, while 77% find augmented reality and interactive visuals more engaging than traditional formats. They are “shopcializing” – sharing shopping experiences with close friends via photos or video calls, creating seamless online-offline experiences.

This dynamic demands a nuanced understanding of how attention operates. Think of it as a spectrum: a fleeting glance (under 1 second) might plant your brand’s flag, a three-second pause pitches your tent, but stay too long (9+ seconds) and you might be overstaying your welcome. The goal is quality, not just quantity, and we often overlook this important aspect.

India’s moment in the Attention Spotlight

India stands at a unique inflection point in this global attention flux. With the world’s largest Gen Z population, a cohort that buys as frequently as millennials but is 1.5x more likely to research purchases, Indian brands have an unparalleled opportunity to lead the global conversation on attention-based brand building.

However, there’s a striking disconnect: while 45% of Indian businesses acknowledge Gen Z’s potential, only 15% have actively leveraged these insights, suggesting the massive untapped potential with a cohort that is set to influence the future of spending in India. The competitive advantage for those who act is clear. Research demonstrates that incorporating attention-optimized platforms into a media mix can boost Gen Z engagement by 22%. This transformation demands a complete reimagining of how brands approach consumer relationships in an attention-scarce environment. Traditional measures must give way to attention-based metrics that truly predict business outcomes. Quality engagement trumps quantity every time.

The future belongs to the brave – ones who are prepared to abandon yesterday’s playbook. This is not about chasing Gen Z, but about letting them pull us into their world, one intentional, engaging interaction at a time. After all, in an economy where attention is both currency and compass, the brands that listen hardest and pull up their socks the fastest will not lead the longest but redefine the very essence of brand relevance and what it means to thrive in the digital age.

(The author is head of marketing science, APAC, Snap Inc. Views expressed are personal)

• Published On Aug 8, 2025 at 02:49 PM IST

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