Written + Directed by Zanah Thirus
Research
Christmas has been celebrated for over a millennium but has turned into more of a capitalist holiday than a family one over the past century. According to Forbes, retailers in America can expect to make $1trillion from Christmas sales, accounting for one quarter of their yearly profits.
Insight
Holiday season exposes the widening disparities in income for American Families. While some of America is spending lavishly and celebrating, other families are simply wishing for a roof over their head and a safe place to sleep.
The Project
What if the North Pole was an equity catalyst for American Families? If we reimagined Santa’s gift giving structure based on household income..how could that change the world?
New Santa is the story of the North Pole, Inc. undergoing a Diversity, Equity, and Inclusion overhaul. As a result, a new person is appointed to the role of Santa Claus.