Professions are often grounded in longstanding traditions, which can be challenged by societal forces like technological advancements and globalization, prompting professionals to preserve or transform traditions. This research examines how professionals respond to such challenges and what drives their choices. Based on in-depth interviews with 57 professional Buddhist artists and extensive fieldwork conducted over 123 days in Bhutan, a country undergoing significant societal changes, we uncover a bifurcation in attitudes toward tradition and transformation. Some artists adopt a conservative stance, dedicated to preserving traditions, while others embrace change, advocating for transforming traditions. We further identify the spiritual underpinnings of these divergent views, highlighting that the artists’ spiritual focus—whether on self-discipline or the betterment of others—informs their orientation to deriving meaning from work and shapes their attitudes. Those with an internal orientation tend to be more attached to traditions, viewing them as essential to achieving self-transcendence through their work. Conversely, those with an external orientation focus on exploring new ways to make greater prosocial impact through their work, thereby more likely to embrace changes. By shedding light on how spirituality shapes professional responses to societal changes, this study contributes to the literature on professions and the meaning of work.
