Costco hasn't changed its approach in years, and it isn't reaching new, younger shoppers. It needed something disruptive enough to get attention.

Younger shoppers are tired of being tricked. As shrinkflation quietly shrinks products while prices stay the same, they're looking for brands that are honest with them. Costco has been honest all along: the $1.50 hot dog combo hasn't changed in price since 1985.

The Costco Times, a printed newspaper that explains what shrinkflation is and how Costco fights it. In a digital world, a physical newspaper stands out, and it taps into Gen Z's love of analog formats. Instead of calling out other brands, it simply shows Costco's own track record.