Media personality and journalist Jasmine Sanders has issued a passionate public critique of Essence magazine.
The co-host of The DL Hughley Show called out the historically Black women-led publication for failing to stand with the Black community during the Target DEI (Diversity, Equity, and Inclusion) controversy.
In an emotional video posted to Instagram, Sanders voiced deep frustration with Essence’s perceived silence and inaction when many Black women, including herself, were actively boycotting Target over its retreat from diversity-centered initiatives.
“Essence was built by Black women. And when Black women needed Essence the most… they let us down,” Sanders said.
We Were in the Trenches
The controversy began after Target scaled back its public-facing DEI programming and products, reportedly in response to conservative backlash. For many Black consumers, particularly Black women who have historically organized around such social justice issues, the move prompted calls for a boycott of the retailer.
Sanders, in her Instagram post, said she had expected Essence, a magazine long celebrated for empowering Black women, to align itself with the community’s stance. Instead, she said, the publication prioritized business interests, including sponsorship relationships with Target, over moral solidarity.
“We believed in Essence, but Essence didn’t believe in us,” Sanders said. “You’ve told us about our power… about sisterhood… about how to fight. But when it came time to fight, you didn’t.”
She added that the essence of a boycott is sacrifice, asking pointedly: “What part of boycott and sisterhood does Essence not get?”
A Call for Corporate Accountability
Sanders acknowledged that Essence may have had contractual obligations with Target but explained that such agreements shouldn’t outweigh a publication’s responsibility to its core audience—Black women.
“We all could have put some nickels together,” she said, referencing past moments when Black women have mobilized collectively, especially during election cycles. “We could have helped. But when we said we didn’t want to support [Target], you supported them anyway. That was a slap in the face.”
She also confirmed that she continues to personally boycott Target, reinforcing her commitment to the movement and calling on Essence to “do better.”
Broader Disappointment in Black Media Institutions
Sanders’ message is part of a growing concern about the accountability of Black-owned or Black-serving media outlets when faced with ethical choices that conflict with financial interests. Her comments tapped into broader conversations online, where Black consumers have questioned whether outlets like Essence are still committed to their original mission.
Though Essence has not released a public statement responding to Sanders’ video as of publication, the silence continues to generate backlash. Many social media users echoed Sanders’ sentiments, tagging Essence and demanding transparency and acknowledgment of the concerns raised.
The Cost of Silence
At a time when many Americans are reexamining their roles in social justice and community advocacy, Sanders’ criticism of Essence has reignited questions about corporate allyship, especially within institutions founded to uplift marginalized communities.
“Where were you when we needed you?” she asked pointedly in the video. “We were in the trenches. We’re still in the trenches.”
Her message wasn’t simply a critique; it was a call for solidarity, one that demanded Essence not just speak to Black women, but also fight for them.
As Jasmine Sanders so eloquently put it, the moment demands clarity, courage, and accountability.
For institutions like Essence, long considered cornerstones of Black womanhood and empowerment, the pressure is mounting to not only represent their audience but to stand beside them when it matters most: “Do better, Essence.”
