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.

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.

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?