It's official: sex gets better with age

By Tony Watts - Editor - 17/07/2008

In a report destined to evoke expressions of horror and disgust - if not disbelief - amongst their children, it seems that ever increasing numbers of 70 year olds are having good sex and more often - with women in this age group being reported as “particularly satisfied with their sex lives”.

The survey followed 1,500 people over a 35-year period – a fairly thorough sample. Agreed, the report hails from Sweden, but we all know that where the Scandinavians set a trend in the bedroom department, we inevitably follow.

All this at a time when the bedroom problems of younger couples are being widely reported … it’s all down to pressures at work and from raising a family apparently. There is also plenty of evidence to show that couples regain their sparkle and fizz once the birds have flown their nest: take a look around the any hideaway hotel bar and most of the couples making eyes at each other are sporting grey hair.

So it’s time, perhaps, to completely rethink the way that we view the love lives of older people – with some important ramifications for the marketing industry.

Why bother flogging exotic underwear to 30 somethings when there’s a more responsive market to be found amongst the 50, 60 and 70 somethings? The same is true for champagne, hotels … the list goes on.

But go deeper and this could do wonders for the self-image of older people – and lead to some major changes in the sexual “pecking order”. Any youngster describing older people as “past it” will get very short shrift – after all, they’re the ones having all the fun ...

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