Prompted by this shift in the demographics of modern relationships, a team of sociologists at the University of Maine set about investigating the reality of older women wedded to younger men2.

In their 2006 study, Sandra Caron, Mary Logue and Nichole Proulx interviewed eight married couples where the wife was between 10 to 17 years older than the husband.

Instead it’s a jocular reaffirmation of man’s traditional role as father-figure and provider of material wealth (and woman’s role as recipient).

Around about the same time cougardom exploded into the mainstream, social scientists became increasingly immersed in researching age-dissimilar couples where the woman is the older party.

The now well-known term wasn’t a reference to the Chinese calendar; rather, it was a bordering-on-crass idiom coined to define 40-plus women with a predilection for younger gentlemen.

Although the US-based magazine reasoned that the cougar-craze was a fad destined for cultural oblivion, the article offered up an intriguing explanation for the newfound popularity of older woman/younger man relationships.

“For most women, aging means a humiliating process of gradual sexual disqualification,” she scathingly wrote, “society is much more permissive about aging men.” Marine builds on Sontag’s earlier woes: “Many people are still shocked to see an older woman with a younger man,” she says, “they might think ‘what if that was my mother, or my son! In fact, research carried out last summer by Mc Gill University’s Milaine Alarie and Jason Carmichael concludes otherwise4.

After pulling data from the National Survey of Family Growth, the Canadian initiative found that approximately 13 percent of sexually active women between 35 and 44 have slept with a man at least 5 years their junior.

“When an older woman looks for a younger partner, she’s probably quite comfortable with her sexuality,” she explains, “it’s likely that she’s already been married or had children.

This means that she’s on the same wavelength as her younger companion, who’s probably not entertaining the thought of starting a family.” READ MORE: Recently divorced? Understandably, this can be a breath of fresh air: “It enables older women to regain a bit of youthfulness with their partner,” Marine adds.

Not only did they discover that middle aged women who’d been previously married were more likely to seek a younger mate, they also showed that older woman/younger man relationships are rarely brief flings (on average they last for 2 years).

Crucially, the Quebecois researchers disproved the ‘rich white’ cougar stereotype by demonstrating that many of these older women come from diverse ethnic backgrounds and also fall within lower income brackets.

Energetic romping aside, a young admirer is a welcome alternative to the more vintage male, especially in the spontaneity department (if you disagree and would rather bag a silver fox, then get involved in the older dating scene now! The chances are that a younger man hasn’t had the time to accumulate the emotional baggage that comes with growing old either.