The Current How Costco became a cultural phenomenon
Sep 29, 2025
Join Ben Ryder Howe, a freelance journalist and New York Times contributor, as he dives into Costco's unique business strategy. Discover why membership has become a rite of passage for many, especially younger shoppers. Ben reveals how Costco's authenticity and low-markup, high-quality Kirkland brand foster trust and loyalty. Learn about Costco's disciplined approach to marketing, relying on word-of-mouth rather than traditional advertising. Explore how the retailer has become a cultural phenomenon, transforming shopping into a community experience.
AI Snips
Chapters
Transcript
Episode notes
Costco As A Family Ritual
- Tina Chow describes Costco as a family outing with samples, hot dogs, and something for everyone.
- She explains membership feels like belonging and adds practical perks like travel and cell plans.
Authenticity Builds Customer Trust
- Ben Ryder Howe argues Costco's core strength is cultivated trust and authenticity with members.
- That trust makes shopping there feel responsible and aspirational to younger shoppers.
Kirkland Is A Hidden Powerhouse
- Kirkland drives major revenue by offering high-quality products with minimal markup and marketing.
- Plain branding and low margins make Kirkland feel like a better-value alternative to name brands.