Having an AHAA Moment?

September 24, 2015 by  Kelly Drennan

When was the last time you had an AHAA moment?

AHAA stands for Active, Healthy and Aware, a term given to a growing number of consumers who are shifting the way we buy and consume things. AHAA consumers are known for putting more thought into their daily purchasing decisions, with greater passion, and the effect is rubbing off. They are the healthy-fit-green champions who are not only influencing their families, friends and neighbours, but also the way businesses operate.

It’s a research-proven fact that AHAAs make up a powerful consumer segment. Collectively, they spend billions of dollars annually on goods and services. They pay more to get what they want – and to sustain their social and ethical values.

“This is a psychographic segment that’s been growing for the past couple of years,” says Howard Chang, Top Drawer’s CEO and president. “So we’ve created a space – the AHAA™ Living community – where they can come together and use their collective voice to influence companies to be more socially and environmentally responsible.”

Through a consumer panel that we have developed, we are able to gain insights that tell us about what this psychographic expects, wants and needs. Specially designed surveys yield useful and accurate results detailing attitudes, knowledge, and habits of this consumer segment. We have quick and direct access to consumers, which means there is no need to consult a third-party research firm. This is a value-add our agency exclusively shares with our clients and partners.

Our goal is to grow this panel before our next annual survey, and we would love your help! Until October 31st we are giving away a $1000 gift card to one lucky person who joins the panel. Learn more about AHAA™ Living, share our community with your network and work with us toward building a stronger community.

While Top Drawer has been focused on AHAA for many years, it is now becoming significant for businesses and services that want to grow in this segment. As content aggregators and curators, and by learning about the core values and needs of these individuals, we are in a better position to practice the art of influence for social good – and so are our clients.

Now that’s an AHAA moment!

Get Ready-to-WEAR2015

September 23, 2015 by  Kelly Drennan

If you are an apparel brand or retailer in North America, then you won’t want to miss the World Ethical Apparel Roundtable (WEAR) taking place October 19-20, 2015, in Toronto. Don’t let the name fool you – this is not an event exclusively for brands that are already engaged in CSR or sustainability. Rather, it is more about the sharing of best practices, creating a space for collaboration and partnership, and increasing awareness around the social and environmental impacts of the apparel industry.

Many topics will be explored through panel discussions and keynotes including: how to green your retail operations and logistics, the cost and talent implications of manufacturing on or off shore, supply chain transparency and what it means to your overall CSR plan, the latest trends and certifications for sustainable textiles, and…

Top Drawer Creative CEO, Howard Chang, will be speaking on the panel, The New Narrative: Telling the Story Behind the Label. He’ll be sharing best practices for brands on how to communicate their CSR initiatives and engage customers in a meaningful and authentic way.

As a sponsor of WEAR2015, Top Drawer is offering a 50% discount to our clients and partners to attend this conference, which happens to be the only one held on Canadian soil to tackle these issues. The host of WEAR2015, Fashion Takes Action, will provide you with an honorary membership which means rather than the corporate registration fee of $600, you can register as an FTA member for just $300! Simply select that option at checkout and include Top Drawer as your referral. Tickets are available only until October 13th.

For a full list of speakers and to register, visit www.wear2015.com.