We hear all the time that getting a good job after college is a primary factor for students and their parents in deciding where to go for college. One assumption has been that this deciding factor in college choice is tied to better incomes from those better jobs. But a recent survey suggests that money might not be as big a factor than some think.

A survey Jeff Selingo and I did with parents of high school or college students asked them what they hoped college would provide for their child by rating 16 different potential factors on importance.

Towards the bottom was “a lucrative career” with only 14% telling us that this was extremely important to them for their child to obtain from their college experience.

What was at the top was “a fulfilling career” with a whopping 61% telling us this was extremely important.

The obvious implication here is that “fulfilling” is more important than “lucrative.” But some people still insist on looking at salaries of graduates as the most important outcome of college. It might be for some (that 14%), but most parents want something more meaningful for their children.

We live in a time when many people are suffering from a lack of meaning in their lives.