And so in your view, what messaging do girls need to hear more about and what is unhelpful messaging and how can parents support that messaging?

Yeah, I think to answer that question, I'll start with what's happening and what are some of the harmful messages, what's not helpful for our girls.

And to be honest, these messages that our girls are receiving are not new.

These are decades old.

They're the same ones that we were subject to, but the difference is, is that they are in their face 24-7.

There's no escape from it.

And so we're seeing this from younger and younger ages now because of social media and because of what they're exposed to online.

So how can parents support their daughters to do this? And I know that's a big question.