Apparently, now that Gen-x is spawning, we ARE a target market. As parents, we are expected to instill the value of hard work, taught to us by our parents, who are NOT boomers. I love this paragraph from a larger article at Inside.com:

Smith says that one way in which Gen Xers seem to be bypassing Boomer values is their emphasis on teaching children the value of hard work. The general assumptions that work and obedience were important qualities in children dominated until the 1960s, when family became more about independence and equality between parents and children. But the General Social Survey found Gen Xers are returning to the earlier emphasis on hard work in that they are likely to say that a strong work ethic is the most important characteristic for a child. In a 1997 survey, the five values most important to impart in children, 24 percent of Gen Xers said hard work is the most important, compared with 17 percent of 45- to 54-year-olds and 15 percent of 55- to 64-year-olds.

Ha! (You have to imagine that in an Edna Crabapple voice).