Why do people in cities shy away from speaking in Tamil and prefer English?

I’m not talking about professional contexts btw. I’ve noticed, especially youths and teens in TN, feel shy or actively avoid talking in Tamil. Why is this so? As a Tamilian living in the North, I’ve been to TN several times and teens/youths act like they have nothing to do with Tamil which genuinely annoys me… why don’t they take pride in our roots and instead idolise the West/English… they actively try to act like a English-kaaran… why…