Tabitha Brown Defends Black Authors Amid Target Boycott Fallout
*Tabitha Brown, the beloved actress, author, and influencer with over 13 million followers, found herself in the middle of online controversy in May 2025 after speaking out about the unintended consequences of the ongoing Target boycott.
The protest, which began earlier this year in response to Target rolling back its Diversity, Equity, and Inclusion (DEI) programs, has affected more than just the company’s image—it’s impacting Black authors too, Brown says.
In a heartfelt Instagram video posted on May 20, Brown celebrated her children’s book, “Hello There, Sunshine,” making the New York Times Bestseller list. But she quickly shifted focus, noting that the boycott is hurting lesser-known Black authors whose books are sold at Target. “Because of the boycott, many of our Black authors’ books did not sell well,” she explained. “This affected their sales. It affected their ability to be on the New York Times bestseller list… It also affects the next deal.”
Brown encouraged supporters to buy Black authors’ books through independent retailers and asked publishers not to penalize creators based on lower sales caused by the boycott. “These numbers are not reflecting their truth,” she emphasized.
Critics Question Brown’s Motives and Message
Despite her intentions, Brown’s message was met with a wave of criticism online. Some social media users accused her of centering her own Target business interests and attempting to guilt consumers into shopping at a corporation that many believe abandoned its DEI commitments. “She just doesn’t get it,” one commenter said. Another claimed, “Bottom line, it’s hurting HER bottom line. She’s not worried about these smaller brands.”
Others suggested that her calm, kind delivery style was a way to mask self-interest. “Ok, give up the perfect act already — it’s getting old,” one critic posted. This backlash echoed a previous flare-up in January 2025 when Brown warned that pulling Black-owned brands from Target could cause significant logistical and financial burdens.
Supporters Rally Around Brown’s Message
Brown also received strong support from fans who praised her consistency in advocating for Black businesses and authors. “Y’all gonna learn to stop it with Ms. Tab Brown,” one follower posted. Others pointed to her long track record of uplifting marginalized voices, reminding critics that she’s been a public advocate for eight years.
In a follow-up video, Brown addressed the negativity. “I pray that love finds you, true love. I pray it finds you and it holds you tight,” she said. In the caption, she added, “There is no amount of hate and ignorance that is going to stop me from using my platform and my voice to support and uplift small businesses, Black-owned businesses, Black content creators, Black authors.”
The Publishing Industry’s Racial Disparity Highlighted
Brown’s comments shine a light on larger systemic issues in the publishing world. According to data, just 22 out of 220 books on the New York Times fiction bestseller list in 2020 were written by authors of color. The Target boycott, while meant to pressure corporate change, may unintentionally worsen these disparities.
Author LaDarrion Williams shared his own frustration on May 22, 2025, revealing that despite his bestselling book “Blood at the Root” gaining national media coverage, Target declined to stock it in stores—only making it available online. Supporters of Brown argue that her message wasn’t just about her own success, but about how major retailers still play a vital role in helping Black authors break through.
Balancing Activism and Economic Realities
The backlash against Brown underscores a difficult tension in social justice movements: how to hold corporations accountable while protecting the livelihoods of marginalized creators who depend on those platforms. Critics argue that Brown should have steered her followers toward Black-owned bookstores or direct purchases. But others say she’s one of the few using her voice to expose these nuances.
Brown, who first rose to fame with her vegan cooking videos and has since authored bestsellers like “Feeding the Soul” (2021) and “Hello There, Sunshine” (2025), continues to stand by her message.
Her supporters hope the controversy prompts deeper conversations about how collective action affects the very communities it’s often intended to uplift.
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