New Delhi, Dec. 18 -- As digital fatigue deepens and consumers grow increasingly wary of algorithm-driven content, Mamaearth co-founder Varun Alagh believes brands may be approaching a critical inflection point - one that could push marketing decisively back into the physical world.

In a recent LinkedIn post, Alagh argued that the relentless pursuit of clicks, views and platform optimisation is showing signs of exhaustion, particularly among Gen Z audiences. He pointed to the rise of "rage bait" - named Oxford's Word of the Year for 2025 - as evidence that engineered online outrage is no longer resonating with consumers.

"When AI makes us doubt what's real and algorithms prioritise conflict, consumers naturally pull their attention away...