Today's business leaders operate in a rapidly changing landscape. Digitally empowered consumers and employees, rapidly changing technology, explosive numbers of non-governmental organizations and causes, constantly changing markets and market conditions, intense competition for talent - all these and more create a whirlwind of demands on leaders. The only constant is the pace of change and it's breakneck speed.

Among the most seismic of changes is the new normal between businesses and social change organizations. In today's flat and fast changing world, businesses have become newly accountable for issues that were formerly the domain of governments.

Issues like labor relations and factory conditions, natural resource protection, health and wellness, and responsible business and marketing practices have become the daily concern of CEOs and business leaders. Today's business leaders are called upon by their vast array of stakeholders to not only manage their supply chains, balance sheets and economic performance, but also to lead communities and movements as statesmen and women who are responsible for a broad range of social and political agendas.

The role of business leaders as social leaders is only likely to increase. In China, for example, a recent BrandZ report shows that consumers give a lot of importance to social issues. Chinese "consumers expect more from brands. Brands must be participants in building a prosperous society and not simply beneficiaries of that prosperity ... Brands have the opportunity to help Chinese fulfill specific aspects of their personal and national dreams like improving the everyday life of individuals and families ..."

Along with demands, accountability is also changing. Large numbers of government, NGO and citizen groups are holding businesses accountable for addressing social goods like environmental protection, health, safety and equity. Watchdogs - both official and unofficial - have multiplied. No matter how large a company or how strong its brand is, the best of businesses are only one misstep away from being challenged by an individual activist who has uncovered wrongdoing. Consumers, regulators and employees can punish a company swiftly and painfully if it fails to respond.

In this environment, social authenticity is the new currency of economic sustainability. Leaders cannot simply promise to try to achieve ideals; they are now expected to deliver and measure their results. A company can't be "green" without reporting on its carbon footprint and reducing it. A company can't be a good employer without reporting on working conditions and how it is regularly seeking to improve them. A company can't be healthy without delivering health results to employees and consumers. A company can't be diverse without a tangible commitment to diversity in its policies, partners and performance.