People want to better pay and benefits, more power over what they do with their lives 40+ hours per week. You can't be afraid to push for yourself in any negotiations, and you need leverage to get as much as you can. Without a union, you have all the leverage of a lone individual.
What's crazy to me is seeing Boeing treated like a god coming down to bless the land with their beneficence, whom we must please and obey. They are a business who will use whatever leverage they have to get what they can; you need leverage too.