A flowing white beard, a rounded belly and a booming, cheerful laugh are widely seen as the hallmarks of a convincing Santa Claus. But new research suggests that the key to success in the role has far less to do with physical appearance and far more with a genuine sense of calling. The study finds that even those who depart sharply from the familiar image of Santa can thrive if they deeply identify with the role and its meaning.

“There are powerful cultural expectations about what Santa should look like,” said Borbala Csillag of Oregon State University, a co-author of the study. “Yet our findings show that almost anyone can be Santa if they feel a real pull towards the role.” By focusing on the people beneath the costume, the researchers discovered that professional Santas in the United States are far more diverse than many would assume. The research, recently published in the Academy of Management Journal, was led by Christina Hymer of the University of Tennessee, with Bethany Cockburn of Northern Illinois University also contributing as a co-author.

The idea for the study emerged during the early months of the Covid-19 pandemic, when the researchers were discussing possible projects. After watching a stream of festive films at home with her child, Hymer suggested exploring how Santas make sense of their work. That idea led to more than 50 in-depth interviews and almost 850 survey responses from professional Santas across the country. From this material, the team identified three broad types: “prototypical” Santas who closely resemble the classic image; “semi-prototypical” Santas who match some expectations but not others; and “non-prototypical” Santas who bear little physical resemblance to the traditional figure.

Prototypical Santas, often older white men with beards and round builds, typically describe a powerful sense of identification with the role that extends throughout the year. Semi-prototypical Santas, however, frequently experienced tension between their own attributes and the Santa image, and found creative ways to resolve it. One slim Santa told children that Santa had become health-conscious, while another, who uses cochlear implants, recast them as a means of communication with the elves at the North Pole. Non-prototypical Santas, including women, people of colour and those with disabilities, often reported the strongest sense of calling despite facing the most significant resistance.

Several Santas described encountering outright rejection. One African American Santa was turned away by a retailer who said customers were not ready for a Santa of colour. A physically disabled Santa adapted the role by using a motorised scooter to take part in parades. “These Santas are trailblazers,” Csillag said. “The expectations surrounding the role may seem narrow, but they are not impossible to overcome.” The researchers note, however, that their study included only those who ultimately succeeded, and others may still struggle to break through.

The findings carry implications beyond the world of Santa. Csillag said the results also apply to professions shaped by personal values and moral purpose, such as teaching, nursing and faith-based work. People may succeed not because they match a stereotype, but because they reflect broadly on their strengths and how they align with a role’s more profound meaning. The study also highlights the power of institutional leaders to either reinforce or relax rigid expectations. “If we want to open meaningful roles to a wider range of people,” Csillag said, “we may need to rethink what it truly means to fulfil them.”

More information: Christina Hymer et al, Who’s Behind the Red Suit? Exploring Role Prototypicality within Calling Enactment among Professional Santas, Academy of Management Journal. DOI: 10.5465/amj.2023.1161

Journal information: Academy of Management Journal Provided by Oregon State University