The era of jolly, plump old men with white beards and red noses is fading. A U.S. research team found the role of Santa Claus is increasingly being filled by younger, slimmer people — often women.
A university team surveyed 850 professional Santas and conducted in-depth interviews with 50 of them. The study found that many young, agile people, including women, are now successfully taking on the responsibilities of the main Christmas figure.
“Society has pretty strict ideas about what Santa should look like, but we found that practically anyone can become Santa if they want to,” said Borbala Chillage, a co-author of the study. She said the people who take on the role are more diverse than you might expect.
The team’s analysis found three types of modern professional Santas. First are those who stick closely to traditional Santa attributes. Second are semi-prototypical Santas who keep key features of the classic figure. Third are non-prototypical Santas who bear little resemblance to the traditional Santa, the Daily Mail reported.
Other Santas
Researchers asked these atypical Santas about their appearances and what led them to this seasonal profession.
One slim Santa said he doesn’t have a big belly because he takes care of his health.
Others — including a woman, an Orthodox Jew, and a person of color — said they consider themselves Santa year-round and feel called to play the role despite not fitting the traditional image.
“These atypical Santas are trailblazers. Being Santa is more than a job; it’s a calling,” Dr. Chillage said. She added that people who feel this calling can succeed even if they don’t fit societal stereotypes.
“To live out your calling, you don’t have to have a specific appearance or personality traits,” Dr. Chillage added.
She said the study, published in the Academy of Management Journal, could be useful for employers hiring people to play Santa Claus.
This research came a year after scientists warned that some Santas might have alcohol intolerance. Researchers urged Britons to offer the Christmas figure treats without alcoholic drinks.
“Santa’s rosy cheeks could be a result of facial flushing syndrome — a reaction to alcohol,” said Professor Adam Taylor, director of the Center for Clinical Anatomy Studies at Lancaster University in the U.K. He said the syndrome isn’t caused by regular drinking but by an intolerance to alcohol. Professor Taylor estimated the condition affects about 8 percent of the population.
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