Emotional labor is a kind of work we often don’t recognize as work: the need to appear friendly, deferential, or attentive at a job. Fast food restaurant Pret a Manger is famous for holding its employees to exacting friendliness standards, and emotional labor’s overall importance is becoming a more and more pressing question. It’s frequently, for example, implicated when talking about the supposed American “crisis of masculinity” and the growth of the service sector.