Eerlijke schermtijd en keuzestress in de keuken

Why does Dutch advertising use “eerlijk” so much?

In Dutch advertising, eerlijk (“honest, fair”) is the most-used word. Eerlijk eten, eerlijk geld, eerlijke prijzen, eerlijk gezegd. The term carries the same currency that “authentic” or “real” do in English, and it’s stamped onto everything: yogurt cartons, kitchen-renovation slogans, life-insurance jingles, supermarket campaigns. Why? It piggybacks on a national self-image. Dutch culture leans hard on directness; calling your product eerlijk signals “we’re not lying to you” while also signaling “we’re like you.”

This Superkeukens (Dutch kitchen-chain) ad turns the word into a slogan. Eric admits his daily screen-time average. The pitch: kitchens described as “eerlijk, eerlijk.” Honest, twice. Just so we know.