One in five relationships start online. But while it’s usual to catch 20-somethings swiping on Tinder or sending charms on Happn, senior singletons are quickly catching up. So what is it that the serial daters of the Boomer generation are hoping for when they sign up, log in and upload a pic?

Plenty of countries have ageing populations, and yet they rarely stop fetishising youth. Not so for Japan, whose taste in porn is maturing along with its population. The demand for erotic films starring senior performers is seeing the genre grow into a major market force.

What does it feel like to grow old? Professor Philip Tew and Nick Hubble asked over 300 seniors to document their experiences. The findings shed new light on this untapped, misunderstood demographic, overturning assumptions about who seniors really are.

Women over 45 account for 41% of spending on cosmetics and toiletries. For these women, beauty is an investment, and they are prepared to pay for it. But the majority of products fail to target the issues women face as they grow older. So just what are beauty brands missing?