The Great Costco Takeover: How to Snatch Target’s Boycott Consumers & Win the Culture Game

By Cece Lowry, Writer and Curator in Chief, Curated Edge

The Black Dollar is the Blueprint (and Always Has Been)

Let’s start with the facts: The power of the Black dollar is not a myth. It’s a $1.6 trillion annual spending force, influencing everything from fashion to food trends to—yes—where people choose to shop. And yet, corporate America has the audacity to act brand-new every time they “discover” this economic force.

Meanwhile, companies that embrace this power—those that authentically invest in culture—win big. Just look at Heinz, who capitalized on a single hip-hop reference (DJ Mustard’s viral name drop in Kendrick Lamar’s track) and saw mustard sales soar. That’s what happens when you pay attention to cultural movements instead of running from them.

Target? They did the opposite. They backpedaled on DEI, alienating the very customers who made them cool in the first place. And now, those consumers are looking elsewhere to spend their cash. Costco, this is your moment.

The Costco Expansion Play: A Multi-Billion Dollar Consumer Takeover Plan

Step 1: The Rebrand – Become the People’s Warehouse

Costco already has a cult-like following, but it’s time to go beyond retention and actively court new consumers. The new Costco mantra?

🛒 "The People's Warehouse: Where Community Meets Commerce."

You want new customers? Make it clear that Costco isn’t just a bulk-buying haven—it’s a cultural hub.

Step 2: The Community-Centric Consumer Activation

Introduce "The Costco Collab Market"—a nationwide initiative bringing local, emerging, and culturally relevant brands into the Costco ecosystem.

• Feature Black, Brown, LGBTQ+, and women-owned brands in pop-up activations within Costco parking lots, cultural festivals, and farmers’ markets.
• Partner with highly influential creators in these communities to co-sign and amplify Costco’s commitment.
• Introduce a limited-time Costco Creator Series, where rising brands get showcased with exclusive drops—think Costco x Tabitha Brown’s Donna’s Recipe at Afrotech.

By doing this, Costco doesn’t just sell products—it sells culture, inclusion, and community.

Step 3: The DEI Play That Pays Dividends

Companies who have stayed the course on DEI have outperformed their peers. That’s not wokeism; that’s capitalism done right.

• Instead of distancing from diversity, lean in harder. Position Costco as the new home for the displaced Target consumer.
• Launch the Costco Business Accelerator to invest in minority-owned brands who want access to Costco’s elite distribution network.
• Drive home the message: If you want to support inclusive businesses, you shop Costco.

The Billion-Dollar TL;DR

Costco, here’s your shot at:
✅ Poaching millions of displaced, high-spending consumers from Target
✅ Cementing Costco as a culturally relevant, progressive retail giant
✅ Expanding your membership base with new, fiercely loyal customers
✅ Making Costco the retailer that actually “gets it” in 2025

So, to Costco CEO Ron Vachris and team, let’s talk. Slide into my DMs, cut me a Creative Director check, and let’s make Costco the new home for culture, commerce, and community.

If Heinz can flip a single rap lyric into mustard millions, imagine what you can do with an entire consumer base waiting for a brand that values them.

But hey, what do I know? Just an unemployed (shoutout to JPMorgan’s Spring 2024 RIFs) turned self-employed marketing mastermind who enjoys tearing down corporate complacency while plotting my own empire. Call me when you’re ready to win big.

Cece Lowry is the Curator in Chief of The Curated Edge, where creativity meets innovation. Her work delves into the intersections of art, lifestyle, entertainment, and storytelling, offering fresh perspectives in a world eager for authenticity and depth.