Costco Tone of Voice — Ethical & Reliable

Tagline: "Do the right thing"

Industry: Retail / Wholesale

Sector: Retail

How Costco Communicates

Costco ties bulk value to a famously straight-shooting ethic. "Do the right thing" frames the warehouse model around treating members and workers fairly over squeezing profit — ethical, reliable, plain. The voice is fair-dealing and steady, selling trust and value as two sides of the same promise.

Tone Words

Costco's brand voice is defined by the following tone words: Ethical, Reliable.

Communication Style

Language Style: Fair-dealing
Sentence Type: Command
Tense: Present
Expression: Straightforward

Costco Brand Story

"Do the right thing" establishes a clear ethical stance, reflecting a commitment to integrity in a profit-driven world. The core tension between profit and ethics challenges both the brand and its audience to prioritize values over margins. This tone of reliability resonates deeply, creating trust without overt promotion. The imperative language style reinforces a sense of action and decisiveness, urging stakeholders to engage meaningfully.

Brand Message

Deliver value while doing right by people

Brand Mission

Continually provide members with quality goods at the lowest possible prices

Brand Positioning

Core Concept: Business with Integrity

Central Tension: Profit vs. Ethics

About Costco

Costco Wholesale Corporation is an American multinational corporation that operates a chain of membership-only big-box warehouse club retail stores. As of 2021, Costco is the third-largest retailer in the world, and as of August 2024, the world's largest retailer of beef, poultry, organic produce, and wine, with just under a third of American consumers regularly shopping at Costco warehouses. As of 2025, Costco is ranked 12th on the Fortune 500 rankings of the largest United States corporations by total revenue. Costco's worldwide headquarters are in Issaquah, Washington, an eastern suburb of Seattle. Its Kirkland Signature house label bears the name of its former location in Kirkland. The company opened its first warehouse (the chain's term for its retail outlets) in Seattle in 1983. Through mergers, Costco's corporate history dates back to 1976, when its former competitor Price Club was founded in San Diego, California. Costco originally began with a wholesale business model aimed at enrolling businesses as members, then began to also enroll individual consumers and sell products intended for them, including its own private label brand. As of November 2025, Costco operates 923 warehouses...

Frequently Asked Questions About Costco

What is Costco's tone of voice?

Costco uses a ethical, reliable tone of voice. Their communication is fair-dealing, typically using command-style sentences in the present tense. Their tagline "Do the right thing" exemplifies this voice.

How does Costco communicate with customers?

What is Costco's brand message?

Costco's core message: Deliver value while doing right by people Their mission: Continually provide members with quality goods at the lowest possible prices

What is Costco's slogan?

Costco's slogan is "Do the right thing". It carries their ethical, reliable voice.

What is Costco's mission?

Costco's mission: Continually provide members with quality goods at the lowest possible prices

What makes Costco's brand voice unique?

Costco stands out through their ethical, reliable communication style. Their central brand tension, "Profit vs. Ethics", shapes how they communicate across the Retail sector.

What language style does Costco use?

Costco uses fair-dealing language, with straightforward messaging, in command-style sentences, using the present tense.