Costco as an Aspirational Discount Experience

Perhaps when you turned 16 you were most looking forward to getting your driver's license. Talk to young people today and many have their eyes on a different rite of passage: a Costco membership. As Canadian communities clamour for Costcos, we speak to Canada's 'Costco Queen' Tina Chow about Costco's exploding social media growth. Then, journalist Ben Ryder Howe breaks down the global retailer's business strategy — and why it's working.