KQED's Forum What Does Costco Mean to You?
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Oct 30, 2025 Molly Fischer, a staff writer at The New Yorker, shares her insights on Costco, a retail giant that has woven itself into American life. She reflects on her childhood experiences at Costco and its role as a family staple. Fischer discusses the brand's unique membership model fostering loyalty, alongside the popularity of its Kirkland products. She raises concerns about the evolving corporate culture under new management and political pressures affecting its values. The episode also touches on Costco’s global appeal and its community engagement, making it a beloved shopping destination.
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Childhood Costco Rituals
- Molly Fischer recounts growing up with Costco as a family ritual and a source of household staples and stories.
- Her father famously wore Kirkland Signature pants and involved the kids as gophers on shopping trips.
Word-Of-Mouth As Core Strategy
- Costco relies heavily on word-of-mouth and delighting customers with unexpected finds to drive loyalty without traditional advertising.
- The warehouse's tactile, imperfect shopping experience becomes a social story people enjoy sharing.
Paying Workers Is A Business Strategy
- Costco treats higher pay and stable jobs as investments that boost productivity and customer service.
- The company frames humane labor practices as sound business strategy, not mere altruism.