45. TABOO TOPICS IN THE SEXY SIXTIES “THROWING THE BABY (BOOMERS) OUT WITH THE BATHWATER”

Abstract

Sexuality in older adults especially the sexual behavior of older women has been shrouded in discreet silence distaste and ignorance (Oppenheimer 2002).¹ Recent literature however has demythologised sexuality and revealed that men and women continue to be sexually active well into old age. A recent study from US reported in the New England Journal of Medicine (Lindau et al. 2007)² reports that 73% of those 57-64 age, 53% of those 65-74 years of age and 26% of those 74-85 years of age reported to being sexually active (defined as any mutually voluntary activity with another person that involves sexual contact, whether or not intercourse or orgasm occurs). In all groups, sexual activity for men was higher. It is interesting that 35% of all women and 13% of all men interviewed said "sex was not at all important".

It is recognized that leading an active and fulfilling sexual life is related to physical health, ability to function sexually, availability of a partner and perceptions of self esteem and body image (Lindau 2007; Clarke 2006).^2,3 Overlying all of these is the personal knowledge, attitude and perceptions of the role of sexuality and sexual behaviors in wellbeing.

With the 'Baby Boomer' generation coming of age as 'Older Adults', this presentation will explore whether the discourses of positive ageing have created the sexy ageless consumer as a personally and socially responsible citizen. Is the availability and apparent popularity of adult on-line dating for relationships; gyms and health fads for the healthy body; drugs and devices (sex toys such as the Eros clitoral device, and ben-wa balls); cosmetic treatments (Clarke 2006)³ and now surgical procedures for the body beautiful (Goodman et al. 2007)⁴ indicative of a need for assistance in sexuality? Or a use of the 'Baby Boomer' demographic bulge in the population as a marketing target?