Adding another woman's voice (in addition to @REI-CarterC and @Chrisfox) to this somewhat lopsided thread...I will agree that ma'am is certainly not my favorite term; it makes me feel older than I believe myself to be. I would prefer someone say, "Excuse me" or "Hello" if they're trying to get my attention and simply leave it out if we're already in conversation. With that said, I also recognize ma'am is typically being used respectfully and therefore I am unlikely to ask them to call me something else.

All of that said, it's important to remember that this is the "Women in the Outdoors" board - although public, it's a place in this community that was created for women to feel comfortable raising and discussing topics that are important to them. 

At REI, we believe time outside is fundamental to a life well lived.