Whether asking a question in a meeting at work, asking a favour from a friend or accidentally getting in someone's way on the tube, most women's default setting is to apologise. Even when it is completely unnecessary.
But a new advert from haircare brand Pantene is taking this bull by the horns and telling ladies everywhere to stop saying "sorry" for things they shouldn't.
The advert, which forms part of the brand's #ShineStrong campaign, follows a series of women as they navigate their way through the day, apologising over and over (and over) again.
Thankfully, by the end of the ad, the women see the error of their ways and start to be more direct and confident. And everyone lives happily ever after. The end.
Now the advert may be cheesy (OK, really cheesy) but we can't deny that Pantene are addressing a really important issue. And it isn't the first time.
Last year the brand's #WhipIt advert addressed the negative language used to describe strong, powerful women - an issue which later became the focus for Sheryl Sandberg and Beyonce's 'Ban Bossy' campaign.
Of course, Pantene's advert isn't without its critics. "Since when did a shampoo company get to tell girls how to behave?" asks Dr Brooke Magnanti, writing for The Telegraph.
And she has a point, like Dove's 'Real Beauty' campaign there is something uncomfortable about beauty brands tapping into conversations about female empowerment - at the end of the day they are trying to sell us products.
But, the impact and wide each of such campaigns - however cheesy - is remarkable and not to be sniffed at.
As far as we're concerned here at HuffPost UK Lifestyle, if the advert spreads the message to a new audience, it is worth it. And by the looks of the supportive tweets and Facebook posts, it looks like it has really made an impact.