Table 6. Lifecycle stages of framing... | Emerald Publishing

Table 6.

Lifecycle stages of framing uncertainty and key actors

Stage	Description	Supply-side drivers	Demand-side drivers	Examples
Emergence	New frames appear when existing interpretations no longer fit	Futurists, theorists, consultants, innovative scholars	Leaders sensing gaps in prevailing frames	VUCA, BANI, PUMO
Diffusion	Frames spread through institutions and platforms	Consulting firms, trainers, educators, influencers	Managers, HR teams, journalists, online communities	VUCA in leadership programmes; BANI on LinkedIn
Stabilisation	Frames become standard vocabulary	Business schools, coaching firms, certification programmes	Organisations embedding frames in routines and narratives	VUCA as default uncertainty frame
Saturation	Overexposure reduces clarity and usefulness	Content recycling by consultants	Routine shorthand use; media repetition	VUCA in the 2010s corporate slides
Replacement	New frames emerge as limits become visible	Thought leaders proposing alternatives	Managers seeking fresher narratives	BANI displacing VUCA; PUMO rising alongside BANI

Stage	Description	Supply-side drivers	Demand-side drivers	Examples
Emergence	New frames appear when existing interpretations no longer fit	Futurists, theorists, consultants, innovative scholars	Leaders sensing gaps in prevailing frames	VUCA, BANI, PUMO
Diffusion	Frames spread through institutions and platforms	Consulting firms, trainers, educators, influencers	Managers, HR teams, journalists, online communities	VUCA in leadership programmes; BANI on LinkedIn
Stabilisation	Frames become standard vocabulary	Business schools, coaching firms, certification programmes	Organisations embedding frames in routines and narratives	VUCA as default uncertainty frame
Saturation	Overexposure reduces clarity and usefulness	Content recycling by consultants	Routine shorthand use; media repetition	VUCA in the 2010s corporate slides
Replacement	New frames emerge as limits become visible	Thought leaders proposing alternatives	Managers seeking fresher narratives	BANI displacing VUCA; PUMO rising alongside BANI