Mobile dating app Tinder simplifies an increasingly complicated hookup culture, appealing to online dating sceptics and millennials alike by minimising the chances of rejection.

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.

On social media, we see what we want to see; it’s a filtered version of the real world. But a new app from MIT’s Playful Systems department aims to change that, letting you intimately share in the life of a stranger for 20 days via regular anonymous social media-esque updates.

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.