While many brands thrive on the traditional notion of being personable and attainable, others flourish by being 'faceless'. But from Maison Martin Margiela’s undisclosed designers to Muji’s minimalist homeware, how are these anonymous brands faring in the age of the overshare?

There are 50 billion messages exchanged every day via WhatsApp alone, and there are countless alternative messaging platforms. But what if you wanted to chat with strangers? Fling offers you the opportunity to fire your messages off to 50 people at random.

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.

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.