As a society, we continue supporting libraries, we celebrate books and reading and authors and poets.
As adults we talk about the books we're enjoying reading at the moment or not enjoying! Or what's made us angry in a book recently, what's interested us, what we've learned. I do this - it could be a story that's moved me, it could be a non-fiction book about an issue, all sorts. And we model reading - we read on trains and in waiting rooms. We talk about our favourite authors, we display real books that we've read or intend to read on our bookshelves. We gift books to children in our lives - be they nephews or neighbours.
As parents, we read with and to our children, we listen to them read. We read our own books in front of them and talk about them (as above!). We take them to age appropriate literary festivals or book reading events or storytelling events at the local library. We visit the library monthly to look through books and pick some to take home. We read bed time stories, we make up our own stories, we play story telling games.
We listen to audiobooks, we make space for book shelves in their bedrooms, we ask them about their books and favourite writers. We pay attention to who they are and what floats their boat. One of my boys has always preferred non fiction so he's read the Guinness Book of Records, space facts, and now he's a teen it's sports autobiographies. The other reads the books my Dad and brothers recommend to him - Terry Pratchett etc.
At our primary school as a Governor we've supported the staff to really work at nurturing a love of reading because we're in a community where it's not the norm. That's included really inspiring and exciting sessions with authors, really making sure that the class books are brilliant and relevant and exciting. It's not the same old same old. It's made a huge difference in the last decade.