From Madonna and Guy Ritchie, to Demi Moore and Ashton Kutcher and Jennifer Aniston and John Mayer, a new generation of men are deciding that they like going for older women, according to one dating expert.
Valerie Gibson, the author of Cougar: A Guide for Older Women Dating Younger Men, says that the new generation of empowered thirty-plus women is "confident, sophisticated, desirable and sexy".
They know exactly what they want and are not afraid to go after it, and what is more, young men are increasingly starting to find them more attractive too.
Ms Gibson tells The Times of India: "Women in their 40s and up are in their sexual prime and young men hit their sexual peak in their late 20s."
Indeed, older women are now being hotly pursued by younger guys, whether they have been sought out using dating services or in other ways, according to the author.
"They find the women are simply more interesting," she explains. "They've lived."
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