The Evolution of Commercial Jargon in Strengthening Business Resilience in a VUCA World

Archana Sinha

doi:10.69968/ijisem.2026v5iS11-5

Authors

Archana Sinha Assistant Professor, Department of English, Xavier University, Patna, India Email: archana.sinha@xup.ac.in

DOI:

https://doi.org/10.69968/ijisem.2026v5iS11-5

Keywords:

VUCA, business jargon, resilience, organisational communication

Abstract

In a world increasingly described through the lens of VUCA: volatility, uncertainty, complexity, and ambiguity- the language of commerce is undergoing a quiet but significant transformation. Organisations today rely on new expressions and evolving jargon to articulate unfamiliar challenges shaped by digital shifts, unstable markets, and rapidly changing consumer expectations. Terms such as resilience planning, digital agility, sustainability indicators, and data-driven strategies do more than circulate as fashionable business vocabulary; they mirror the ways in which institutions interpret disruption and imagine their futures.

This paper examines how such emerging commercial jargon functions not merely as technical terminology but as a cultural and communicative tool that supports organisational resilience. When businesses adopt new language, they often adopt new ways of thinking, clarifying priorities, simplifying complex problems, and fostering shared understanding across diverse teams. In moments of crisis or uncertainty, this shared vocabulary becomes particularly vital, enabling quicker coordination and more confident decision making.

Drawing from contemporary business communication, digital discourse, and managerial practices, the study argues that the evolution of jargon reflects the broader adaptive capacity of commerce in a VUCA environment. Ultimately, the paper suggests that resilient commerce is shaped not only by technology and strategy but also by the words through which organisations explain, negotiate, and navigate change.

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