America’s top CEOs have rewritten their job descriptions in response to backlash on traditional corporate practices. They have committed to  consider issues beyond profit to shareholders. They have acknowledged it is the responsibility of big business to consider the interdependent benefits of the communities in which they operate.

Whether driven by the altruistic motivation of common good, or the financial risk of brand and reputational damage, this is a momentous change to the role of a corporation. The zeitgeist has called loudly for a change to “business as usual”, and companies have heard. This is the epitome of ‘the era of the customer’. Citizens have used their voice and buying power to force ethical standards in corporations where governments with narrow agendas have failed to mandate change.

But this proclamation raises questions which need to be asked. Will the American public use their voices to maintain a focus on community and environment? Will these principles remain words on a page or will these CEOs find a way to shape the demands of market and share price into broad benefit? Will these American corporations take account for their impact globally whenever they manufacture, sell or waste offshore?

This new era creates new demands. Business must consider impact more broadly, allow their brands to articulate a position which can be acted on, and report on these extended accountabilities. Citizens must remain vigilant, beyond complacent consumption, to drive the change they seek.