It's becoming increasingly difficult to take pride in our work when so many employers insist on paying people like garbage and still expecting above and beyond performance. A great many businesses are taking shadier and sleazier steps to make increasingly larger profits an they're doing so at the expense of their workers. I'm sure there are other societal factors involved, but from what I've seen it seems to boil down to people being unhappy that they are unappreciated and underpaid for their time and talents.
This. I'm constantly winding up with larger and larger workloads despite zero increase in pay. In addition, at least for me anyway, I work with the public. And it's really, really hard to bring myself to care about my job when I'm constantly treated like shit because of the fuckups management makes. I feel no pride in my work, because there is none. I don't get anything extra by going above and beyond; I don't even get a "thanks for helping out!" or a "you did good, well done!" As a result, it's much easier for me to be apathetic; If those above me don't care about me, why should I care about them?
An example; a couple of weeks ago, my town had a big, three-day weekend event going on. I worked every day of those three (one being my day off), two ten-hour shifts and an open-til-close shift (fifteen hours). We constantly ran out of products because we literally didn't have the manpower; we weren't assigned extra hands to help out, it was just two of us working. As a result, some things weren't done. And rather than thank us for doing the kind of shit we did, we got bitched out over things we couldn't change, precisely because we didn't have enough hands.
So, yeah. There's no point in caring about the work you do; you get treated like shit regardless, so it's easier not to care in the first place.