It's not only about parental values but also how society views and portrays education. I've just watched a CBBC programme where a girl who was cheating was labelled as "gifted and talented" but hated being thought of as bright so confessed to avoid further attention. Kids' TV is full of role models being at best mediocre, at worst fighting against education. These programmes are being made by people who've not been in schools for decades and have no idea of what actually happens in one.
It's the same in adult TV. I can't remember the last time I saw an intellectually aspirational character, although, to be fair, I can't face watching much telly these days.
At school children do not want to be seen as bright, preferring instead to mess around and be popular. My own child is one of them. I work with a girl whose father told her not to worry about school work as daddy will find her a nice, rich husband. And she fell for it. And another who reckons that having great hair, nails and clothes will take her further than her maths GCSE.
Our kids' role models have nothing to do with education. Footballers, footballers' wives, reality TV contestants, talent show winners and models is where it's at for those kids whose parents aren't already setting them the example that education is priceless.
And it needs to change.