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.