With Italy being the country of love, passion and desire, it should be no surprise that Italian citizens are seemingly becoming all the more desperate to find “the one”.
A recent phenomenon to manifest itself in Italy has been the prevalence of cougars, middle aged women who prefer the company of younger men. The recent emancipation of women has lead to the tables being turned, with older women being the ones to seek out younger partners, which undeniably is appreciated on both sides.
With the estimated number of Italian cougars standing at one million, dating sites specifically catered towards them have enjoyed wild success, the most popular amongst which is CougarItalia.com. However, with the passing of summer, all the more time is being spent on the Internet, and therefore, their number will undoubtedly continue to considerably increase.
At the centre of attention of both national and international gossip, the figure of the Cougar woman continues to conquer the market in all sectors – from travel to meetings, from clothes to fitness, and the website has drawn up a profile for the average Italian Cougar.
Cougars have approximately 35 percent more disposable income than the average woman, and are reported to spend as much as 500 euros a month on clothing and accessories alone. Regarding travel, cougars like to splash out, preferring a higher quality of hospitality and comfort. They also have a taste for fine dining, with a general preference for haute cuisine and sophisticated foods. Cougars are now starting to be targeted all the more by Italian firms, with companies seeing them as a new niche in the market.
Whilst the notion of being a cougar has always been somewhat of a taboo, the main websites are hoping to banish this stigma, staying in contact with many national media outlets across Italy, to make their cause heard. However, it inevitably seems that it will take society a while to come to terms with this trend, one of older women digging their claws into younger, potentially more vulnerable prey.