Mintel's 2020 vision report (2000a) suggests the next twenty years will see major changes in consumer lifestyle. It particularly highlights the development of an 'entropic society', which is more fragmented. less socially cohesive and more individualistic and personalized. Mintel suggests established social and economic institutions and traditions will be regarded with less reverence, and society will split into subcultures that reflect personal interests. The drivers behind this development are identified as the ageing population, the increase in sing households, the trend towards later marriages, a rise in cohabitation, and increased divorce.