Similar here. I think a major contributor are other social influences other than myself and wife - most notably friends at kindergarden/school, and teachers there, too.

There's much subtle influence that isn't obvious at first, at least wasn't to me. For example, notice how many people (say, neighbours or more importantly, grandparents or other relatives) will often congratulate little girls to being really pretty as the first thing that comes out of their mouthes. Not that they're deliberately trying to influence the girls, but it's sort of "default" boilerplate smalltalk with girls, say how pretty they are and how nice their dress is. Certainly that will affect their perception of themselves, what is pretty, what they want to buy...

Edit: just found the (oldish) opinion piece on huffpost [1] that originally got me thinking about just that last point

[1] http://www.huffingtonpost.com/lisa-bloom/how-to-talk-to-litt...