It's not that they do. It's that there is this perceived potential audience of young people - but to tap into that audience, the logic goes, they have to change the sport to make the sport appeal to those people. As their existing audience ages out and isn't replaced because the sport is becoming increasingly homogeneous, standardised and predictable, the pursuit of that hypothetical new audience that will save the sport and make it mainstream entertainment becomes ever more essential to those executives - a need which only becomes more significant with every Denise Herrmann, Anamarija Lampič or Stina Nilsson defecting to biathlon, the administration of which has many, many of the same flaws but is run far better.
But the sports executives are just as out of touch as ever; they don't understand what young people like and simply follow the usual stereotypes of the older generation towards the younger; "no attention span" "needs to be shorter and more colourful" and so on, and they're so convinced of how right their interpretation of the problem is that they aren't listening to any voices that aren't telling them what they want to hear.
Of course it isn't helped by FIS' ideas receiving reinforcement from vocal quarters within the teams being absolute morons like Schlickenrieder who will actively handicap his own team's strengths in pursuit of justifying his own mediocre career by pushing the disciplines he was best at.