For Marine, one of the biggest draws has a lot to do with compatibility.

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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: Love & Libido: How Matching Your Sex Drive Can Save Your Relationship Understandably, this can be a breath of fresh air: “It enables older women to regain a bit of youthfulness with their partner,” Marine adds.

Energetic romping aside, a young admirer is a welcome alternative to the more vintage male, especially in the spontaneity department.

What’s more, the way in which news outlets around the world, included, represented the issue is perhaps more telling of the way older women are perceived by society.

First off, the very word ‘cougar’ is most certainly moot.

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.

So, if women from all walks of life are ignoring the stigma and romancing with the more youthful cohort of the male population, it begs the question; what’s the appeal?

Without getting too entangled in semantics, Elite Singles resident psychologist, Salama Marine, is quick to discuss this point.

“Prejudices have a tendency to stick, even if society is changing,” she says, “calling an older woman a cougar isn’t meaningless, it’s a way of defining her as a predator who’s only interested in hunting down younger prey.” For an enlightening comparison it’s worth looking at an equivalent expression for older men who hook up with younger women.

As one of the leading dating sites for mature singles, there's no shortage of older women dating younger men on Elite Singles.