I think a huge part of the problem is that the sport is too old fashioned. Sports are primarily entertainment. The athletes need to be both athlete and personality. In popular sports we see touchdown dances, huge celebrations/blowups for the good and bad, huge made for TV personalities, people that aren't scared to speak their mind, people that are living in the latest trends.
Skating restricts personality - we expect our skaters to be prim and proper and not do anything crazy. The skaters are so, so boring in interviews and on social media. What goes viral is the crazy - amazing programs/feats, cool music choices, reactions like Ashley Wagner's "bull****" on live TV. And skating hates that crazy. Some Korean skaters may get punished for (god forbid) drinking alcohol at a training camp hotel. That's how un-fun this sport is.
Or FS Xwitter tries to cancel someone for daring to express an opinion they don't agree with or they are offended about - Ilia Malinin last summer having to apologize for a flippant comment on an IG live - he hasn't done an IG live since then and do you blame him? Who wants to have to be constantly on guard and carefully watching what they say so that no one can find any offense in anything? Who wants to be that devoid of any personality?. Heck, even the federations will cut you out (eg - Meagan Duhamel) if you speak too candidly about anything.
I don't want this to devolve into a lecture about how Ilia's comment was deeply hurtful (that's a topic that's been discussed to death here already) but it serves as an example of how, in our current cultural climate we are willing to cancel someone and how the federations will act quickly to suppress and issue an apology for anything that is even the slightest bit controversial. One of the things that fans have bemoaned about the lack of Russians on the international competitive scene is that they never failed to bring the off-ice drama and entertainment value. Even now with their reduced visibility we still hear from the likes to Tarasova, Yagudin, Zhulin, etc all making snarky comments that get amplified by the Russian media. THIS is what we are desperately lacking and need in the sport on a global level. Not gonna lie, I appreciate the genuine respect and camaraderie that exists between the top men - it's such a joy to see Ilia, Adam, Yuma, Junhwan, Matteo, et al pushing each other and appreciating what each man brings to the ice, but I wouldn't mind some good ol' fashioned trash-talking and bravado from them. Let them show some personality and good-natured rivalries. One of the moments that struck me most, at Worlds, was Ilia's fist pump when his score came up. That was such a JOCK, athlete thing where you knew he was stoked at breaking the FS World Record. We need more of that and less stifling and shutting the skaters down. Let them breathe, let them be themselves, let them do or say something that generates clicks. Not all bad publicity is bad in the long run.
I'm not sure how to change things but it needs to start at the top with the federations approach - enough of this "I just want to skate my best" and more "I want to win." People still respond to winners and the desire to win. Allow yourselves to be like Sasha Trusova - unabashedly a jock who wants to win and who is devastated at losing. Give yourselves some sort of edge.
I'm currently catching up on the ISU Vision 2030 presentations from this morning and this afternoon. I am really intrigued by the Short Track efforts to develop their branding, especially the team concept with every country having their own team name (French Roosters, Belgian Ice Bears, Korean Ice Tigers, Japanese Ninjas, Australian Racing Roos, American Talons, etc). I think that's so cool and could perhaps be extended across the entirety of the ISU's disciplines. Why not have the same or similar branding for the team jackets in figure skating and synchro skating? Grow a unified identity for the entire sport, build up a country's whole success on the international level not just individual skater or pairs/dance team achievements? People might view short track or speed skating or figure skating somewhere online and see the hashtag for their national team and then look that up and discover other skating sports.