Beyond Black History Month: The Fight for Black Joy, Economic Power, and Collective Liberation

Written By AMBER SESSOMS

Navigating the Conflict of Buying Black at Target

As we mark the first day of Black History Month, I find myself grappling with a deep conflict around values alignment. Every year, I intentionally support Black-owned brands at Target, knowing that my dollars contribute to uplifting businesses that are finally getting their “big break.” But with Target rolling back its DEI goals, I’ve had to pause and reflect—what does it mean to continue supporting a company that is actively dismantling the very efforts meant to amplify Black lives?

Tabitha Brown, whose presence and love-centered ethos have resonated with so many of us, recently went viral encouraging continued support for Black brands at Target. Her rationale? If we withdraw our support entirely, these businesses—who fought for visibility—could lose their opportunity. Melissa Butler, founder of The Lip Bar, added:

“So, for the people who are like, ‘Just leave Target, and we’re gonna shop you on our .com,’ I would love that. We make more money on our .com than we do in any other channel. But guess what? In 2020, when it was cool to shop Black-owned businesses, We all got an inflated sense of support for about 3 months. And then by the end of the year, we had all this extra inventory. Some people had hired a bunch of people. And guess what? It wasn’t cool to shop Black anymore. So some people are upset with me for being honest that if and when people don’t shop in retail, it will impact our sales. It’s just a fact. I’m not telling you to shop at Target. I don’t care where you shop. Don’t shop at all…I’m just being honest with you that it will be affected.”

And I hear them.

At the same time, brands like Oh HappyDani and Frederick Joseph have chosen to remove their products from Target altogether. Frederick Joseph, a believer in economic resistance, is calling for a boycott of Target during Black History Month, drawing direct comparisons to the Montgomery Bus Boycott. His stance underscores a deeper issue—when companies abandon DEI efforts, they aren’t just making business decisions; they are upholding systemic exclusion and erasure.

“I don’t want to be a part of a pendulum swing of capitalism, right? If you’re going to invest in me and my community and other communities I care about, it has to be consistent and if not then I’m not going to support you and I’m not going to have my readers support you.” —Frederick Joseph

Marissa Bell reminds us that consumer trends matter. She highlighted a November 2021 McKinsey report on Black consumer behavior, which indicated that Black buyers seek inclusivity in retail, yet corporations continue to underinvest in Black-owned brands. This is not just about where we shop—it’s about economic justice and the long-term sustainability of Black businesses.

The Need for Strategic Buying

Bell stresses that lifestyle changes are necessary for consistent support. She asks us to consider: What do you buy regularly—essentials like toilet paper, toothpaste, water? Where are you purchasing them from?

Her “How to Buy Black” guide outlines how to integrate Black-owned brands into daily life, ensuring that our support is not just performative during Black History Month but a sustained habit. It’s about leveraging Black buying power to increase demand in major retailers. She argues that we should be creating a demand for Black brands in all spaces, especially in mainstream stores where Black consumers already spend about $910 billion in consumption.

Platforms like Shop The Hood are stepping in to help close the accessibility gap. While cities like Houston, Atlanta, DC, and Philly have strong Black-owned retail presence, many people don’t have easy access to these stores. Shop The Hood offers a centralized hub to ensure Black brands remain visible and supported year-round, not just during Black History Month.

The Attacks on DEI and the Bigger Picture

This conversation is bigger than consumer choices—it’s about the wider assault on DEI happening in real-time. The Trump administration’s rollback of diversity efforts reflects a broader attempt to erase Black history, Black contributions, and Black futures. This is not just about policy changes—it’s a White supremacist project masquerading as equality and progress.

What we’re experiencing:

And lest we forget the tragic Potomac River plane crash, which claimed 67 beautiful lives, has become yet another political tool to undermine DEI. Trump’s baseless claims that diversity hiring compromises safety are not only false but dangerously reinforce systemic exclusion—distracting us from long-standing air traffic controller issues.

Revisiting Black History, Freedom, & Love Masterclass

As these attacks escalate—not just on policies but on our very personhood—I was reminded of a masterclass I watched when it was first released in 2022. Instructed by Angela Davis, Cornel West, Kimberlé Williams Crenshaw, Nikole Hannah-Jones, Sherrilyn Ifill, Jelani Cobb, and John McWhorter, this course examined White supremacy’s history and the resilience of Black love as a tool of resistance.

In this moment, this masterclass feels more urgent than ever. This isn’t just about understanding history—it’s a call to action, a reminder that our liberation depends on understanding and addressing the root causes of systemic inequities. As Cornel West proclaimed in Black History, Freedom, & Love:

Black love has noth­ing to do whatsoever with hating others. It has everything to do with hating white supremacy, everything to do with hating evil deeds, every­thing to do with hating the impedi­ments of Black dignity and Black decency…Black love is not just anti-racist…it’s for the people you love and those who sometimes you think you oppose. It’s a love…[that seeks] liberty for everybody.

The attacks on DEI, Black businesses, and Black-led movements are not isolated incidents; they are part of a larger, strategic effort to erase our progress. Now is the time to harness what we know, lean into collective resistance, and fight for the future we deserve.

The Urgency of Collective Resistance

I had to take a step back and sit with all of this because this is also my fight—the tension of fighting against capitalism, White or Black. This moment forces us to ask: How do we continue supporting Black businesses without reinforcing the systems that exploit and discard us? How do we align our spending with our values?

As we move forward, here’s what I’m focusing on:

  • Buying Black intentionally. Using platforms like Shop The Hood and Marissa Bell’s buying strategy to make sure my dollars have lasting impact

  • Holding corporations accountable. Demanding more than surface-level commitment to Black businesses and DEI initiatives. Think: Costo’s recent attacks by 19 Attorney Generals for their DEI. Isn’t White supremacy exhausting, y’all?

  • Building and sustaining Black joy. Doubling down on the lessons of our past while building a future rooted in Black joy, community care, and freedom dreaming for our collective liberation

  • Engaging in informed advocacy. Staying educated, challenging misinformation, and using my voice to uphold justice like calling 202-224-3121 or using 5 Calls to tell my senator and congressperson to vote NO on RFJ Jr. and using this script:

    • “Hello—I am a constituent of your state calling to tell you to vote NO on the confirmation of RFK Jr. to run Health and Human Services. His views are racist, sexist, and most of all, dangerous. Putting him in charge puts all of our lives at risk—and as my Senator, I need you to use your vote to protect myself and my family from him.”

  • Strengthening the work of the 3D Power Collective. These attacks are not abstract—they are direct threats to our collective survival, which is why community is the only way we are going to make it through.

  • Continuing to center youth voices. The weight of this chaos is heavy, but my weekly Living in 3D Power podcast with my 10-year-old daughter, Emma, has been an unexpected source of grounding. I needed this—and from your responses, so did you. I am grateful.

History has shown us how systems of oppression operate. But more importantly, it has shown us how we resist them. Let’s continue to build, organize, and dream—because our liberation depends on it.

Final Thoughts

At the core of my life and work are my values—authenticity, connection, curiosity, leadership, and liberation. Our values serve as our internal compass, guiding the decisions we make and the communities we build. For me, liberation means breaking down barriers that inhibit freedom and growth, advocating for autonomy, equity, and justice. It is at the heart of my mission—challenging systemic and cultural constraints to create spaces where everyone can thrive authentically and contribute meaningfully.

This is why the choices we make—how we spend our money, how we hold institutions accountable, and how we cultivate joy—are not just transactional. They are deeply connected to our values and our vision for liberation. Supporting Black businesses, resisting systemic oppression, and engaging in meaningful dialogue are all ways we align our actions with our core beliefs.

As Black History Month begins, we must acknowledge the very real threats to Black futures. Supporting Black brands is not just a consumer choice—it is a political act. Whether you align with Tabitha Brown’s approach of sustaining Black brands in major retailers or Frederick Joseph’s call for a boycott, the question remains: how do we align our actions with our values?

These are the types of questions we will asking in the 3D Power Collective—a space for Black women to dream, strategize, and move toward liberation together. If you’re a woman from the African diaspora, I invite you to take part in our needs assessment to shape this community. If you don’t hold this identity, consider joining my Substack where we continue these conversations and work toward equity in meaningful ways.

What steps are you taking to ensure your spending aligns with your values? Let’s talk about it.

In solidarity, action, and love,

Amber

P.S. If you are listening to the podcast on Apple Podcast, Spotify, Youtube, or the like, please leave a review, like, comment, or subscribe. It really does help! You can also watch the shorts on Youtube.

AMBER SESSOMS
Previous

Beyond the Headlines: Resisting Power Grabs & Strengthening Collective Action
Next

What’s Strong with You?: Supporting Strength Discovery in the Youth Around Us