KQED's Forum Forum From the Archives: What Does Costco Mean to You?
Nov 24, 2025
Molly Fischer, a staff writer for The New Yorker, reflects on her childhood experiences with Costco in San Jose. She discusses the emotional connection shoppers feel to the brand, its unique corporate culture, and how a strong membership model fosters loyalty. Fischer also delves into Costco's leadership changes and the implications for its legendary low prices and employee treatment. Additionally, she explores the balance between growth and maintaining company culture, as well as the broader impact of Costco's sourcing decisions on global markets.
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Costco As A Cultural Anchor
- Costco shaped many Californians' childhoods and family rituals, embedding itself in regional identity.
- Molly Fischer frames Costco as both a practical staple and a cultural touchstone in Bay Area life.
Word-Of-Mouth As Core Strategy
- Costco deliberately cultivates word-of-mouth and conversational appeal instead of traditional advertising.
- Its human-scale moments and surprise products make customers share stories and recruit new members.
Invest In Workers To Improve Service
- Treating employees well can be a deliberate business strategy that raises productivity and service quality.
- Invest in stable pay and benefits to cultivate a motivated frontline workforce, as Molly explains.