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.

Over half of UAE residents have no savings. Attempting to address this, UAE Saves Week gets people to use Twitter, Instagram and Facebook to share money-saving advice and experiences, as well as pictures of pledges taken and achievements.

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.