New Research Shows That You Don’t Have to Look Like Santa to Be a Successful One

For decades, the image of Santa Claus has been almost unchangeable in popular culture. A full white beard, a round belly, rosy cheeks, and a booming laugh have long been treated as the unofficial job requirements for anyone hoping to put on the red suit professionally. However, new academic research suggests that this familiar image is far more flexible than people assume. According to a recently published study, what truly determines success as a professional Santa is not physical appearance, but a deep sense of calling to the role.

The research, published in the Academy of Management Journal in 2025, explores the lives, motivations, and experiences of professional Santas across the United States. Conducted by Christina Hymer from the University of Tennessee, Bethany Cockburn from Northern Illinois University, and Borbala Csillag from Oregon State University, the study takes a detailed look at who plays Santa today and how they navigate expectations tied to the role.

How the Study Was Conducted

The research team used a combination of in-depth interviews and large-scale surveys to understand the professional Santa community. More than 50 professional Santas were interviewed, and nearly 850 Santas responded to a nationwide survey. These participants represented a wide range of backgrounds, ages, physical appearances, and personal identities.

The idea for the study emerged during the early months of the COVID-19 pandemic. While brainstorming possible research topics, the authors became interested in how Santas talk about their work and how they explain their identities when they do not fully match the traditional image associated with Santa Claus.

By analyzing the data, the researchers identified clear patterns in how Santas experience their roles, how they respond to acceptance or rejection, and how they sustain their professional identities over time.

Three Types of Professional Santas Identified

One of the most important contributions of the study is the classification of professional Santas into three distinct groups, based on how closely they align with the traditional Santa image.

Prototypical Santas

Prototypical Santas are those who most closely match society’s expectations of what Santa “should” look like. They are typically older white men with naturally white beards and rounder body types. Many of these Santas described a strong sense of unity between who they are and the Santa persona. For them, being Santa is not limited to the holiday season; it often becomes a year-round identity.

These Santas tend to experience less resistance when seeking work, as their appearance immediately aligns with public expectations.

Semi-Prototypical Santas

Semi-prototypical Santas possess some, but not all, of the traditional traits associated with Santa. This group includes Santas who may be slimmer, younger, or have physical differences that stand out. Rather than seeing these differences as obstacles, many of them actively reinterpret the Santa role to fit their reality.

For example, some explained physical differences in ways that reinforced the magic of Santa rather than breaking it. These creative adjustments helped them resolve any mismatch between their appearance and the role, allowing them to perform confidently and consistently.

Non-Prototypical Santas

The most striking group identified in the study is the non-prototypical Santas. This category includes women, people of color, individuals with disabilities, and those from religious or cultural backgrounds not traditionally associated with Santa Claus.

Despite facing the highest levels of skepticism and rejection, these Santas often reported the strongest sense of calling to the role. Many of them described being Santa as central to their identity throughout the year, not just during December. Their commitment frequently went beyond financial motivation and was rooted in emotional, moral, or social meaning.

Facing Rejection and Redefining Expectations

A recurring theme across interviews was rejection. Some Santas were told directly that venues were “not ready” for someone who did not match the expected Santa image. Others faced more subtle forms of exclusion.

Rather than giving up, many non-prototypical Santas chose to persist and adapt. Some reframed traditional Santa characteristics to accommodate physical needs, while others relied on storytelling, humor, and warmth to connect with children and families. Over time, several reported that their presence helped expand what audiences considered acceptable for the role.

The researchers describe these Santas as trailblazers, pushing boundaries that had long gone unquestioned.

The Role of Calling in Professional Identity

Central to the study is the concept of calling, defined as a deep sense that one is meant to perform a particular role. Many professional Santas described feeling chosen for the role rather than simply deciding to pursue it.

This sense of calling helped Santas endure rejection, invest in professional training, and continue performing even when external validation was limited. Importantly, the researchers noted that calling often mattered more for non-prototypical Santas than for those who fit the traditional image.

What This Research Means Beyond Santa Claus

Although the study focuses on Santas, its implications extend far beyond holiday entertainment. The findings highlight how people can succeed in roles traditionally governed by rigid expectations, even when they do not meet every perceived requirement.

The authors suggest that this insight applies to professions such as teaching, nursing, caregiving, and faith-based work, where personal meaning and commitment often outweigh superficial traits. When individuals focus on how their unique attributes align with the deeper purpose of a role, success becomes more attainable.

Leadership, Inclusion, and Professional Gatekeeping

Another important takeaway involves the role of leaders and gatekeepers in professional communities. The study found that individuals who control access to professional opportunities can either reinforce narrow standards or help broaden them.

By relaxing unnecessary or exclusionary expectations, leaders can make space for a more diverse and inclusive workforce without sacrificing performance or quality. In the case of professional Santas, this could mean recognizing that joy, empathy, and connection matter far more than physical appearance.

A Broader Look at the Evolution of Santa

Historically, the image of Santa Claus has evolved over time, shaped by folklore, advertising, and popular media. From early European legends to modern interpretations influenced by commercial imagery, Santa has never been as static as people often believe.

This research adds another layer to that evolution, showing that Santa continues to change—not just as a character, but as a profession shaped by real people and real experiences.

Final Thoughts

The study makes one thing clear: being Santa is not about fitting into a costume perfectly, but about embracing the meaning behind the role. Whether prototypical or not, professional Santas who feel deeply connected to their calling find ways to succeed, adapt, and bring joy to others.

By challenging long-held assumptions, this research opens the door to more inclusive thinking—not just during the holidays, but across many areas of work and life.

Research paper:
https://doi.org/10.5465/amj.2023.1161