I have observed many families where reading is simply what people do. In one, a favorite family story is of a little girl (a toddler) whose parents and older brother were sitting in the living room, reading. No one told anyone else to read; this was simply something people did. The little girl was so young that she was holding her book upside-down, but she was doing her best.
This family does not consent to be identified by name, but I do have permission to describe the scene above. There are thousands of families like this — in the USA alone. May they increase in number.
When reading is simply what you do, it has a huge impact on who you are.