Measurement & strategy · Accountability lens
Performative marketing
What is performative marketing?
Marketing that presents the appearance of progress, authenticity, or responsibility without the operating behavior to support it. Strong campaign results do not establish that a company is keeping the promise behind its message.
Performative marketing: an illustrative example
A brand promotes substantial sustainability progress but cannot provide evidence of the operational changes behind that claim. The campaign draws attention, but its central promise remains unsupported.
Sources and related reading
- In Clear Focus: Marketing Accountability — related reading
This is a practical accountability lens. Examples illustrate the concept; they are not verified client results. Working definitions and accountability lenses are not claims of a universal standard or original coinage.
Related measurement & strategy terms
- Marketing accountability
Marketing accountability means respecting customers, delivering value consistently, and explaining marketing decisions with credible evidence. It connects investment and claims to business outcomes while being candid about attribution limits.
- A/B testing
Comparing two versions by randomly assigning participants and measuring a predefined outcome.
- Accountable owner
The person responsible for carrying an agreed outcome through delivery.
- Attribution
Assigning credit for an outcome to observed touchpoints using a stated rule or model.