This morning I reached into the refrigerator for my morning dose of organic Stonyfield yogurt. Lately, I’ve been addicted to their new “greek” yogurt product “Oikos” so I hadn’t noticed that Stonyfield had switched packaging on their other yogurts. As I picked up the new container (full-fat vanilla with cream on the top) I noticed a beautiful picture of green pastures, happy cows and a beautiful Vermont landscape with a note stating it was a photo a family farm from Waybury, VT.

Inside, on the top protective seal, I read “GET REAL: Why the new look? With all the artificial ingredients around, we thought we’d show you just how real our food is. The front of this new cup shows a real family farm that supplies us with organic milk…”

Brilliant, this is exactly what women want…the real deal.

Is your NGO using real photos with real people? Are you posting testimonials about your impact from third-parties? If not, you should be. It’s what women want.

P.S. If you haven’t yet, check-out Gary’s book Stirring it Up: How Make Money and Save the World. It’s a great inspiring read about how you can be a “good” business.

1. “Authentic value” is the new price of entry. Only what is good, trusted and worthy will win the race in the minds of today’s women. And those who adapt first, will lead the pack.

2. Little luxuries are always and still appreciated – be it a candle, fabric softener, new shampoo, perfume or chocolate. These little luxuries are more important than ever because they make women feel special, happy, complete and optimistic.

3. Big luxuries are still sought, but more selectively. Witness DeBeers new “Fewer, Better Things” campaign that was conceived with the thought that “things with enduring value are better perceived than those that are disposable.”

4. Functional luxuries, such as cell phones, iPods, and high speed internet, are all seen as essential, and still-necessary objects.

5. Practicality can be profitable. Be it big screen TV to entertain at home, high-quality coffee to prepare at home, or an ongoing relationship with Netflix. Anything can become practical if given the right frame of reference.

6. Comfort is in. Kraft, Heinz, Hershey, Uggs … they make women feel good, calm and safe. If your brand can tout it, find comfort in comfort.

7. The thrill is in the hunt. With bargain-hunting added, shopping just got more exciting. And bargains have never looked better than they do today.

8. Green is still in the black. Green products are still viewed not as a luxury to do without, but rather, as the right thing to do.

9. Transparency has never been more clear. Suspicion and wariness surround big business now and customers demand that marketers be more honest and loyal with them. And as a marketer, keep in mind that if you don’t hold up, word of mouth has never had more volume.