Posted by The Dean of Cincinnati

Recently, a concerned reader submitted the following letter, which may be sent to any mall with a white Santa for kids to meet and take pictures with.  We provide it not only for your consideration, but in the event that you, too, would like to urge area retailers to re-think their approach to presenting Santa.

Hello, once again the holiday season including Christmas and all of its’ magical, imaginary glow is upon us. First, I want to wish you, your family and staff a wonderful holiday season and a very Merry Christmas.

I am an American citizen of non-white complexion with an interest in the development of children and communities of all ethnicities, especially during this wonderful, American, celebratory season.  And in being so, I am still stunned by the inability to find a Santa Claus of non-white complexion in the very heart of our large shopping communities, malls and super centers.  I know initially we gravitate to the thought of racism, etc., but this is not a statement of hate or negativism, but one of refreshing reality in the recognition of inclusiveness of and respect for as many ethnic groups as possible in the magical, imaginary concept of Christmas and Santa Claus.

Irrespective of the short-term ideal of a non-white Santa Claus not taking consumers or America by storm, I urge you as a leader in the business of delivering cutting edge change to not only the retail, consumer market, but the country at large, to take on the long-term challenge of sponsoring ethnically diverse Santa Clauses (maybe even Mr. & Mrs.) if not in your primary stores and Super Centers, maybe in the neighborhoods where your ethnically diverse customers (and you do have millions) live.  Something like a “Ethnically Diverse Remote Santa Claus Kiosk” in neighborhood storefronts sponsored by your company where children of all ages with non-white complexions can go have their pictures taken with a non-white Santa Claus.

Are we as a society in some way or another afraid of “busting” the myth of Santa Claus if all of a sudden non-white ones start showing up on our sidewalks, our businesses, our malls?  Can we not take this magical, imaginary concept to the next level, the level that recognizes the obvious diversification of our societal ethnicity and allow it to represent and embrace us all?

While tradition is wonderful in its’ on place, change is the order of the day, whether we like it or not.  And change for the better of the constantly evolving society at large could in my opinion be the constant for maintaining love, peace and joy between us all.  Not just during the magical, imaginary times but all times.  Do the right thing. You have the recognition and you have the power to help the world be a more tolerant place.  Empower, no encourage your rank and file to expand your already considerate and respectful diversification policy to include non-white magical, imaginary characters during the appropriate seasons.  Thank you.

Thank you for reading (and printing from) The Cincinnati Beacon.