They seek out causes and projects that will enrich their personal stories.

Late last year, in the midst of the worst economic downturn Britain has faced in 30 years, its people gave a record sum to Red Nose Day, the nation's most famous fund-raising event.

At the same time, volunteerism is on the rise, in Britain and throughout the developed world. More and more top level corporate figures are investing large swathes of their time and money in support of charities and philanthropic ventures.

Meanwhile, ethical buying is increasing as more commercial enterprises commit to ecological responsibility, Fair Trade goods and making a stand against such crimes as people trafficking.

These are reflections of a growing taste for altruistic behaviour.

Martin Luther King Jnr. once said that a human being hasn't begun to live until he or she can look above their own concerns and see those of the broader humanity. Recession has brought that kind of thinking to the fore.

Do you want to head a project or organization that attracts gifted, resourceful and energetic people? Start looking beyond your bottom line profit; look for ways to produce positive, pragmatic and realistic change on some important local, regional or global issue. And be prepared to be totally transparent and accountable for any promises you make.

The Benenden study gives leaders of all stripes much food for thought. One thing is certain: business as usual is no longer going to be enough to engage public trust and loyalty.