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Whilst still packed with hidden meaning, ‘sugar daddy’ isn’t nearly as derogatory as its big-cat counterpart.

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).

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?

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.

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).

You don’t need to be too imaginative to picture what the benefits of an older woman/younger man relationship might be.

If you’re struggling for ideas, there’s a slew of blogs and websites that testify to the plus sides for both women and men.

“Different expectations of relationships can lead to heartache,” she says, “especially if the woman is expecting a traditional commitment when the man aspires to be a player.” Those guys who aren’t in it for the kudos will quickly find out that dating an older woman isn’t a one-sided affair in the slightest.In the native New Yorker’s opinion, older women are routinely subject to much stricter norms when it comes to picking sexual partners. Yet it’s not all cradle snatching and oedipal gloom for older women dating younger men.“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 otherwise.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.