1. Frugal chic: Every (and we mean every) purchase registers on a new scale of “need” versus “want,” especially for women who were living in a “want” society. This means postponing, repairing, re-purposing, recycling and even refusing to buy. Sacrifice and shame? Hardly! Frugality is worth flaunting: as the New York Times says, “saving is the new black.” (-New York Times, 10.13.08) Expect women to demand longer life spans on durable goods and squeak more servings out of consumables. A group of women we spoke with talked about everything from washing machines that only worked on one cycle (but still, technically, work) to adding water to stretch pricey salon shampoo as ways they save.

2. Creative consumption: Powered by like-minded communities online and off, women are seeking new ways to borrow, barter, buy and bank beyond traditional channels. Play it safe by enticing them to buy new today. Or get ahead of the curve by integrating traditional and creative consumption channels or owning off-the beaten-path buy-ways. Proof? Craigslist reports a 100% increase in traffic on bartering boards, while dedicated barter sites like U-Exchange and SwapThing are also booming. Women say they see no shame in simply asking, “Can I borrow that?”

3. ROI thinking: Rather than asking a brand, “What have you done for me lately?” women want to know, “What will you do for me tomorrow, next week, next year?” This is more than a demand for lasting durability; they want to invest their dollars with companies that are passionately committed to their future, their families’ future, their communities and the planet. What comes around definitely goes around.

4. Egocentric to eco-centric: Most women agree that the planet will long outlast the recession, so while the environment may have taken a very temporary back seat to the current economy, low-impact living fits naturally with their renewed sense of responsibility. Even though they can’t single-handedly save the earth, they’re exercising their eco-centricity with the brands they buy, and when value isn’t a question, the choice is clear.

5. More white space, please: What works in design is what women are craving in life. Simplicity, clarity, breathing room. Tired of feeling overstuffed with stuff and overwhelmed with choice, they’re not just de-cluttering their closets; they’re looking for retailers who allow them to shop more efficiently. Smart brands and retailers can offer relief by putting an end to product proliferation and purchase paralysis by providing fewer, better choices.

1. Old is new
A new type of consumer is emerging – the “unconsumer:” who isn’t as quick to default to always buying new. They’re looking to make things last longer (e.g., they repair shoes at a cobbler) and are unashamedly shopping at nearly-new stores. Their “unconsumer” stay-with-the-old mindset also impacts big ticket purchase behavior, influencing decisions like buying “certified used” vehicles vs. new – and remodeling or purchasing older homes over new construction.

2. Goodbye me, hello we
It’s not cool to be self-indulgent and egotistical. An entitled “me-me-me” attitude is becoming less common as the Millennial “generation-we” comes of age, and consumers in general become more connected – and more concerned about finding purpose in life. Racial barriers continue to be broken down – as the growth of cultural diversity and increased levels of mutual acceptance signal a shift to the “collective-we” and the birth of an ethnically rich, new socially conscious Americana.

3. Help yourself rules
Tainted by an era of “greed is good” and abuse of power, consumers are highly skeptical about the motives of corporations – and are especially wary of service providers. Rather than turn to the experts for advice, consumers will increasingly trust themselves to make their own decisions – or seek out the opinion of peers. As a result, consumers are becoming more self-reliant and self-sufficient, in everything from preparing their own taxes, managing their financial affairs, even educating themselves by earning degrees and MBAs online.

4. Openness trumps fear
In the wake of 9/11 fear preyed on the minds of Americans, but since then that fear has gradually receded as consumers have recovered their sense of fortitude and resilience. What has evolved most recently is the increased desire for sharing – and an unleashing of the need to be more self-expressive and to behave less privately. Through their adoption of social networks, consumers have exhibited behavioral therapy in being more outwardly driven, candid in their opinions and less restrained.

WHAT ARE THE IMPLICATIONS FOR MARKETERS?

• Align your brand with the new realities – is it time for an extreme brand makeover?
• Extend the life of your brand by making money out of “re” branding: e.g., repair, resell, renewal, or refill, etc.
• To increase brand relevance, enable consumers to help themselves – e.g., tools, mobile apps, widgets
• Open up your brand and make it part of the community of greater good – otherwise, it will be excluded