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.

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.

Anonymous platforms like Ask.fm, Secret, Whisper and Yik Yak let people communicate in secret, with millions of 18- to 24-year-olds already using them. But as the apps attract bullying, brands are treading carefully despite the opportunity to target this age group.

The seeming indifference of giants like Google and Facebook to user privacy concerns could be driving net users to an increasingly viable alternative; the dark net. Kate Mew documents the emergence of an Identity Game.