Abstract While public museums in advanced economies operate in constrained funding environments after public sector efficiency drives, there has not been a common, sector‐wide response. Museums cope differently with tensions between the two logics of consequences and of appropriateness, which are mapped in this study based on annual reports. A “logic of appropriateness” in adapting traditional curatorial missions to include social and political objectives, expanding access, fostering an ethical and inclusive climate, pursuing broader policy objectives, sustainability, and innovation, and providing a forum for contradictory debate and non‐nationalistic expression, varies substantially across organizations. There has been a wider embrace of a “logic of consequences” with targets to increase nongovernment income, ambitious renovation and expansion projects, digitalization and interactive audience engagement, and greater consideration given to resource allocation. Many museums now favor temporary “blockbuster” exhibitions to attract financial sponsors and ticket sales, which also appeals to more privileged constituencies and philanthropic supporters.
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