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.