Correspondingly, research suggests generation z prefer more traditional advertising mediums. There was only a 30% positive receptivity for ads displayed on a mobile browser, with outdoor attracting the best response[21]. While mitigated trust relating to purpose can partially explain these findings, backlash from an oversaturation of digital advertisements intruding private consumer spaces and simply failing to entertain them provides alternative explanations. Where generation z's lives have become inseparable from their mobile devices, the inability to disconnect from the advertising world indicates why ad blockers are downloaded, and ads skipped at the soonest possible opportunity.

JCDecaux found 66 per cent of desktop users indicate ads interrupt a seamless internet experience, and 55 per cent simply find digital ads annoying[22]. As such, Harvard Business Review explains consumers require control, justification, and trust for brands to acceptably personalise ads to consumers[23]. If brands want to raise the 42 per cent of generation z that claim to trust companies, empowering the intelligibility and resourcefulness of this group in the digital world and encouraging them to exercise control over private data protection may help to undo the trust lost[24].