It's something we never really think about; it's just a part of every day life - but how we speak to our daughters has a huge impact on them.
Even just a flyaway comment, a casual "don't get your dress dirty", can alter their futures forever.
And it's never been made clearer than it has been in this powerful video.
Depicting one girl's development from toddler to teenager, showing us how she interacts with the world around her.
She's curious about nature, interested in astronomy and happy to build rockets with her brother - but, all along the way, she hears those all-too-common comments from her parents.
*"Who's my pretty girl?" *
*"Don't get your dress dirty." *
"You don't want to mess with that."
*"Why don't you hand that to your brother?" *
And the effect it has upon her is… well, see for yourself:
What we say to our children when they are small has a huge impact - and this Verizon ad has even suggested that our words can ultimately discourage girls from pursuing traditionally male-dominated subjects in school.
Isn't it time we told her she's pretty brilliant, too?