The growing number of anonymous communication platforms highlights the importance and scale of the desire for privacy online. Anonymity has gained a sense of authenticity and safety – and only by understanding this can brands continue to communicate effectively.

The internet 'meme' is a culmination of sharing, interaction and visuals, with its easy replication opening new communication channels between internet users. But how can brands gain access to these channels?

Amongst growing privacy concerns, younger generations are treating anonymity as something that isn't constant, but can be surrendered for benefits. Messaging app Backchat initially hides your identity, slowly revealing it as you interact with others.

Easy-to-use personal security measures are a welcome antidote to the privacy fears that plague a post-PRISM scandal world. But are encrypted text messages a necessity, or just a fan to the flames of a paranoia epidemic?