According to the piece, the main driving force that brought cougars in from the wilderness was Hollywood. READ MORE: The Ultimate Guide to Dating a Single Parent Off screen, the frenzy that surrounded Demi Moore’s marriage to Ashton Kutcher, not forgetting the widely reported liaisons of stars such as Madonna, Mariah Carey and Sandra Bullock, allegedly serve as further evidence.

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However, what’s actually going on underneath the pop-style commentary and tabloid tales of ‘cougars’ and their ‘cubs’?

In search of clarity, we set out on a mission to look beyond the loaded monikers and dubious hype surrounding older woman/younger man relationships.

Also, women expressed concern over the prospect of ageing and whether it would affect their partner’s attraction to them.

READ MORE: Happily in an older woman/younger man relationship? The trio behind the project were sure to report that “vast age differences, especially in woman-older relationships, clearly violate the norms of this society”. 40 years ago, writer and activist Susan Sontag penned ‘The Double Standard of Ageing’ for the now defunct .

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.

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.

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 men.

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.