I guess I disagree with your premise that childless millenials are going to be so radically different from their parents.
Like, why would I not have a car at middle age? I'm still working for another 30 years, at least. If I didn't waste my twenties moving to a big city, living in a studio apartment, and ditching my car to ride the metro, why would I start now?
> going to Costco as a single millennial is basically a hack, not the target customer at all
So, admittedly my understanding of Costco might be out-of-date, but once upon a time the Wholesale Retailer's job was to sell you stuff at basically the same price they get it from the vendor, such that their margins are low or nonexistent--their revenue comes from the membership dues. They might have their own in-house brand so that they can get even better margins, but we'll ignore that for a sec.
So let's say I'm not the target audience, as a single millenial who only goes to Costco on average to buy about five things. If Costco gets the same membership dues from me despite my using less of the store than full families, isn't that good for Costco?
Like, why would I not have a car at middle age? I'm still working for another 30 years, at least. If I didn't waste my twenties moving to a big city, living in a studio apartment, and ditching my car to ride the metro, why would I start now?
> going to Costco as a single millennial is basically a hack, not the target customer at all
So, admittedly my understanding of Costco might be out-of-date, but once upon a time the Wholesale Retailer's job was to sell you stuff at basically the same price they get it from the vendor, such that their margins are low or nonexistent--their revenue comes from the membership dues. They might have their own in-house brand so that they can get even better margins, but we'll ignore that for a sec.
So let's say I'm not the target audience, as a single millenial who only goes to Costco on average to buy about five things. If Costco gets the same membership dues from me despite my using less of the store than full families, isn't that good for Costco?