# Free Queer Libraries In Honor of Pride, Aesop Toronto Debuts the Ephemeral Aesop Queer Library By Grace Mahas | Published 2021-06-23 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/ephemeral-aesop-queer-library References: [ellecanada](https://www.ellecanada.com/culture/society/aesop-toronto-offers-free-books-in-celebration-of-pride-month) & [go.skimresources](https://go.skimresources.com/?id=175070X1645349&isjs=1&jv=15.1.0-stackpath&sref=https%3A%2F%2Fwww.ellecanada.com%2Fculture%2Fsociety%2Faesop-toronto-offers-free-books-in-celebration-of-pride-month&url=https%3A%2F%2Fwww.aesop.com%2Ffr%2Fen%2Fr%2Fthe-athenaeum%2Fpride%2F&xguid=01F1ZM5Q4TDFAMAT9Y80E44T23&xs=1&xtz=240&xuuid=055555fced508414d08d299080644f3b&xjsf=other_click__auxclick%20%5B2%5D) [Aesop Toronto](https://www.trendhunter.com/trends/aesop-store-1), the self-care brand-turned-Queer-Library, is celebrating Pride month with the launch of the new Ephemeral [Aesop Queer Library](https://www.trendhunter.com/trends/womens-literature-library). Until June 27th, 2021, Aesop‘s Queen West location is offering a curated selection of over 150 books by [LGBTQIA2S](https://www.trendhunter.com/trends/pride-prerolls)+ authors and allies to customers at absolutely no cost. These span nonfiction, poetry, and fiction. Aesop’s Chief Marketing Officer Adam Kakembo, comments on the brand's activation, stating: “We are not simply changing our logo or launching a Pride-themed collection, this multi-layer gesture of generosity is aimed at supporting our LGBTQIA2S+ staff, customers, independent queer-owned bookstores and the [Toronto community].” Over 3,000 books were purchased from independent queer bookstores (including Glad Day Bookshop) to support the local businesses across the city. Image Credit: AESOP ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 24% | Activity: 57% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) ## Key Themes ### What Makes This Trend Stand Out - **Queer-library Activations:** Self-care brands can honor Pride by creating queer libraries with curated content that support LGBTQIA2S+ staff and customers. - **Community-centered Marketing:** Inclusive multi-layered activations aiming to support customers and communities are an effective way for brands to enhance their image and customer engagement. - **Supporting Local Bookstores:** Partnering with local businesses, in this case independent queer-owned bookstores, can generate a mutually beneficial relationship that aids the community while promoting brand image and customer loyalty. ### Sectors Adopting This - **Self-care:** Self-care brands can differentiate themselves within the market by creating activations that are community-centered and inclusive, supporting their LGBTQIA2S+ staff and customers. - **Marketing and Advertising:** Brands can enhance their image and customer engagement through activations that are inclusive, multi-layered, and aimed at supporting their customers and communities, creating a loyal customer base. - **Books and Literature:** Partnering with independent queer-owned bookstores not only supports local businesses, but also acts as a way for consumers to gain access to curated content, generating business opportunities for bookstores and building customer loyalty. ## Related on Trend Hunter - [Women's Literature-Inspired Skincare Stores](https://www.trendhunter.com/trends/womens-literature-library.md) - [Pride-Inspired Safe Spaces](https://www.trendhunter.com/trends/sephora-launched-brave-spaces.md) - [Queer Beach-Themed Candles](https://www.trendhunter.com/trends/hanlans-candle.md) - [Pride-Celebrating Skincare Campaigns](https://www.trendhunter.com/trends/2025-pride-campaign.md) - [Pride-Inspired Stamp Collections](https://www.trendhunter.com/trends/places-of-pride.md) - [Pride-Celebrating Intimacy Oils](https://www.trendhunter.com/trends/intimacy-oil.md) - [Inclusive Book Campaigns](https://www.trendhunter.com/trends/freedom-to-read-week.md) - [Prideful Toronto Pop-Ups](https://www.trendhunter.com/trends/ink-the-rainbow.md) - [Book Pile Retail Decor](https://www.trendhunter.com/trends/aesop-store-1.md)