But, it seems that many fans — now grown women — are relinquishing this ideology in favour of that portrayed in a later cult classic: Sex and the City. Today’s generation of single women are relying on finding their “Mr Big” to fund their future and are investing a significant amount of time, effort and money in pursuit of the Carrie dream, a survey shows.

Almost one million women have set their sights on a knight on a white horse, banking on finding a rich man to take care of them, according to the “fashionistas not cashonistas” report from Friends Provident. Just 23 percent of the single women it polled have a pension and 20 percent have life or health insurance, yet just over a quarter own more than 30 pairs of shoes. Many are investing in their appearance to help them net an eligible man, too, the survey of 1,458 women aged between 25 and 45 found: 36 percent spend more than 50 pounds per month on clothes and accessories and 24 percent spend more than 200 pounds per year on beauty treatments.

And, it seems that money — not love — is the motivating factor in many relationships. Almost a third of Britons state they are reliant on their partner or spouse for financial security — but not all these relationships are based on love, according to another recent survey. Over 955,000 Britons would leave their partner if financially independent, according to Kaupthing Edge, the online retail financial services arm of Iceland’s largest bank.

It might be a sad fact of life that many women — like their counterparts in years gone by — still marry for money. But, for those women trying to stand on their own two feet there are still huge inequalities, particularly when it comes to pensions.

Figures from HSBC show the picture of retirement savings among women has improved greatly: in 2005, when it started tracking consumer attitudes to pension planning, just over a third of women surveyed aged 18 to 60 were contributing to a pension. Three years on, over half of women questioned are now paying into a pension.

But there is still a serious issue that lies largely outside women’s control. They still have far more erratic working patterns than men, taking time out from employment to raise children, for example. That means that, currently, only 35 percent of women retire on the full basic state pension, according to the Department for Work and Pensions’ gender impact assessment of pension reform, published last December.

The introduction of “personal accounts” into which workers will be automatically enrolled — the government’s solution to the looming pensions crisis — aims to increase that to two-thirds. Still, far more needs to be done to level the playing field. “It seems as if pensions were built by men for men and assume that everyone has a full basic state pension, which does not help women,” said Steve Bee, head of pensions strategy at Scottish Life in a recent podcast. “The government is making a mistake by assuming that women’s lives and work patterns are becoming more like men’s and that, therefore, they suit pension products designed for men.”

He called on ministers to allow women to buy back “missing years” of national insurance contributions to help them achieve a full basic state pension and put in place “proper advice structures” to help them on the road to a rosier retirement. Perhaps small steps, such as these, would herald the beginning of a new era of financial “girl power”.

A 65-year-old woman with 100,000 pounds-worth of pension savings could be missing out on a staggering 24,162 pounds by failing to exercise this right; a man by 23,025 pounds, according to numbers crunched by independent financial service provider Hargreaves Lansdown. That is around the same as average annual earnings in the UK last year — 23,764 pounds, according to the Office for National Statistics.

More than 85 percent of savers buy an annuity contract when they retire. This guarantees an income for life in exchange for savings built up in a pension fund. “That’s always been the case and is likely to remain the case, as for most people it really is the right thing to do: they need the certainty of income and haven’t got many other assets,” Nigel Callaghan, a pensions analyst at Hargreaves Lansdown, the largest annuity broker in the UK, tells Reuters.

Some 200-plus companies offer pensions. Yet only a small proportion — a dozen or so — “play” the annuity market. The average difference between the best and worst annuity rates published by the Financial Services Authority is more than 15 percent. Legal & General, Prudential, Axa, Friends Provident and Norwich Union are among those that vie to be competitive.

But did you know that savers need not buy their annuity from the company with which they’ve stashed their retirement savings? This — the “open market option” — became a contractual right in 2002, forcing insurers to send “wake up letters” to those approaching retirement to tell them of their ability to scour the market for the best deal. Despite that, the number of people exercising this right has remained largely static at around a third.

“Consumers are being ripped off right, left and centre when it comes to retirement,” says Callaghan. “Many, if not most, of these letters are the complete antithesis of plain English. Some are six-plus pages and you’ll find the stuff about the open market option embedded at the bottom of page four in small print and written in Latin. That’s why I think the take-up figure is so shockingly low. It’s not working: it wasn’t working back then and it’s not working now; commercial greed is the bottom line.”

If the current trend continues, insurers stand to make even greater sums: the number of pensioners is on course for a boom. Last year, 330,000 people bought annuity contracts with 12 billion pounds-worth of pension savings. By 2012, that figure is set to balloon to 18 billion pounds, as the baby boomer generation retires and the demise of final salary pension schemes continues.

By exercising the open market option, these people and the retirees that come before them can avoid handing insurers telephone-number profits. And, by all accounts, savers should be able to get a good deal: annuity rates are at a four-year high as the capital value of corporate bonds — used by insurers to back annuity contracts — plummets and yields stretch. “There have been 30 movements in annuity rates this year alone — the majority up,” says Callaghan. “It’s largely to do with the credit crisis and the continued spanking of corporate bonds. Annuities are one of the few beneficiaries of the credit crisis.” A beneficiary of the credit crunch? Well, I never.

A person aged 55 today has a one in two chance of living to 90 and a one in four chance of living to 95, according to acturial consultancy Watson Wyatt. By 2010 the number of pensioners will, for the first time, exceed the number of children in the population, according to the Office for National Statistics, and by 2031 there will be 40,000 people aged 100 or over, compared to just 300 in 1951.

This creates a huge issue for retirement savings: there is an estimated 57 billion pound savings gap in the UK and the government has repeatedly warned that people must increasingly shoulder the responsibility of providing for their own retirement.

“The fact is that the UK’s population is growing older by the day: we are all, on average, living longer — and this has alarming consequences for both society and the individual,” says Mike Lake, chief executive of Help the Aged. “More than ever we need to be aware of the implications of living a long life, and a vital part of this is for people to consider their longevity hand-in-hand with their future finances.”

It is exactly this that a new independent, not-for-profit organisation aims to address. The Life Trust Foundation has been formed to act as a central voice and point of education and research into the financial implications of long life. Chaired by Lord Hunt of Wirral, president of the Chartered Insurance Institute, the organisation also boasts Lake, Fay Goddard, deputy director-general of the Association of Independent Financial Advisers, Anna Bradley, chief executive of the National Consumer Council, and Laurence Heyworth, founder and non-executive director of Life Trust Holdings, on its board.

During its first year, the foundation will work with the Institute of Ageing at Oxford University to analyse a wealth of existing information on longevity; bring together people from the worlds of academia, business and charity to debate the issues; and set up a consumer panel of people aged 60 to 85 to help gain and develop insights into the behaviour and attitudes of those in or nearing retirement. It wants to “understand the delicate relationship between money, lifestyle, relationships, health and happiness”.

It is, certainly, a tricky relationship — and one that few are addressing head-on. A fear of finances is creating a “pensions paralysis” among Britain’s over-40s, according to research by Norwich Union. Over a third of those in their 40s admit they have no financial plan for their retirement, and of those who do, the same proportion (37 percent), say they have no idea what their final settlement will be. A lack of understanding and “complicated” products are the biggest barriers to pension planning, the research shows.

The financial services industry has its part to play in helping people understand the options — and the amount of savings necessary for a retirement in which long life does not equal living on the breadline. And, indeed, the financial services industry is slowly responding to the challenges of longevity.

Earlier this year, Life Trust, a newly formed company, launched a new type of financial product, the longevity income plan. Unlike traditional annuities — whereby insurance companies keep any unused capital when a customer dies — Life Trust will redistribute investment fund growth accruing to funds previously held by deceased policyholders to those still alive.  These “birthday units”, coupled with investment returns, which are also calculated to increase each year, lead to a rising income as the policyholder ages.

But consumers, too, must wake up – living longer means a longer retirement. And that heralds a greater need to tackle retirement planning as early as possible.