Costco is reaping the benefits of the Target boycott. After Target scaled back its diversity, equity, and inclusion (DEI) initiatives, many of its once-loyal shoppers began to walk away—with boycotting power that’s clearly showing in foot traffic and web visits. Meanwhile, Costco has doubled down on its DEI stance, kept prices low, and even added luxury items like Rolex watches, attracting a wave of new members. While Target clings to elements of its old identity, like though their recent decision to launch a designer collab with Kate Spade, Costco is reaping the benefits of consistency and trust. It helps that younger shoppers are paying close attention: YPulse data shows that 34% of 13-39-year-olds, and 40% of 18-24-year-olds specifically, have boycotted a brand in the past year over lack of support for a cause they care about. With that in mind, it’s not surprising that Costco’s combo of inclusive values and treasure-hunt deals is hitting the sweet spot. (Fast Company)
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