Blog articles by Pauline van Eijkeren

Pauline van Eijkeren

Articles by

Pauline van Eijkeren

Pauline van Eijkeren is a Senior Analyst in London and member of SKIM’s sustainability team. She holds extensive experience communications research for CPG and consumer health companies. She is passionate about using her Cognitive Psychology knowledge and applying the concept of Psychological Distance to help brands optimize product communication and influence consumer decision behavior.

Communication guidelines: Building a more sustainable world

Communication guidelines: Building a more sustainable world

By Paul Janssen, Pauline van Eijkeren and Amy Ye on June 15, 2021

How organizations can turn “intent” to act sustainably into “action”

Consumers are becoming increasingly vocal about a need for sustainable change in society. While it is encouraging to see this growth in people’s intent to act and buy more sustainably, their actual behavior is lagging.

How can organizations help inspire this behavior? Through consumer psychology, SKIM’s psychological distance framework can help explain why this lag is happening and offer tangible communication guidelines on how to turn intent into action to build a more sustainable world.

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How to develop more impactful product sustainability claims and on-pack messaging

How to develop more impactful product sustainability claims and on-pack messaging

By Amy Ye and Pauline van Eijkeren on April 21, 2021

Given today’s increasingly green-washed competitive landscape, it’s difficult to stand out, remain relevant, and drive consideration and conversion at the same time. Optimizing sustainability product communications is one way to help your brand achieve these simultaneous goals.

There is also an inherent conflict many marketers face when developing sustainability-related messaging: Sustainable products and services primarily benefit society in the long-term, rather than individual consumers in the short term.

How can brands reconcile this conflicting duality between personal short-term goals and broader long-term goals? How can your brand best provide product sustainability information to consumers in an authentic and impactful way?

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