Why is "productivity" so important nowadays?

Recently, I was having a conversation with my dad (who grew up in communist Hungary) and he told me that in the 80s, the idea of a "productivity system" would be considered completely absurd and laughable. Like what the fuck is that? Why do I need to optimise my time? I get a paycheck for this job and I'm happy for the opportunity to work. Now I see tons of posts online talking about optimising time efficiency and getting shit done and making systems to reduce procrastination. It's just weird to me. Do you think that there's something wrong with our society if everyone needs to optimise their personal productivity to get work done?