The rate at which the world is changing is accelerating, posing a new threat to long-term business sustainability.

If we take a look around, it’s not just financial markets that are in turmoil. Social and political environments across the globe are also in flux. Entrenched governments are falling, new networks and communities for social change are forming. We’ve entered a time of heightened volatility, increased instability and significant change—change that is accelerating with each passing day.

If we really want to understand how this rapid-fire change is threatening the sustainability of even well-established, global corporations, we need only to look at industries that have been subject to swiftly changing consumer behavior and the consequences they’ve experienced.

What is new is the incredible speed with which these changes in the competitive landscape are taking place, and how quickly traditional rivals are trading places.

As we gaze in awe of the speed, agility and innovation of the Apples and Googles of today we must remember that big falls come from great heights. It’s clear that market leaders are acutely aware of the speed of change in the world they live in, and that they are helping to drive it, but no one is immune to these dramatic shifts in behavior and sentiment.

What is happening if you don’t adapt to the change? You will not survive.