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The challenges of the increasing rate of change to a “know‐how” society are examined with particular reference to Finland. Research on people′s expectations of their work is reported for 1986 and 1989. Work continues to be important but where job security was of greatest importance in 1986, equal and just treatment ranked highest in 1989. Amongst professionals, who may be seen as heralds of the new society, the material and social aspects of work are now much less important: opportunities for personal growth and fulfilment are what is most desired.