None of this is limited to knowledge-work jobs. People in positions that seem somewhat lower-profile want to feel like they’re contributing to something larger than themselves, too, says Peter Watkins, UK-based university relations director of the CFA Institute, a finance education non-profit. “It’s important that people are able to talk about their job with pride,” says Watkins, “and that is connected to knowing that their small part in a larger organisation is leading to something a bit more worthwhile.”