As another year draws to a close and we get ever closer to the end of this decade, headlines continually remind us of the rapid changes taking place in the workplace. 80 per cent of jobs that will exist in 2030 are yet to be invented, whilst 60 per cent of us will need to be reskilling or upskilling to adapt to the rapidly changing job market.

So where does this leave Father Christmas?! Children’s wants are evolving as quickly as the latest tech trends, so the pressure is really on old St. Nick to up his game, re-imagine his work, and ensure his job is future-proof.

He urgently needs to be prioritising his digital literacy skills (if he hasn’t already) as children choose Snapchat over stamps and demand for Santa socials grows. He has already given in to online tracking via several Santa tracker platforms, and this successful move has ensured the hysteria of Christmas Eve never dies, with children remaining in a heightened state of frenzy as they watch his sleigh zoom across the continents (or screen), getting ever closer.

He’ll need to get savvy with media content lingo and engagement data – learning more about clickbait, viral trends, and short-reel content so he can prepare well in advance for what gifts will be in demand. On e-commerce platforms, wish lists are being made, so he needs to be honing his ethical hacking capabilities to gain intel and access to the ‘loved’ and ‘liked’ items. AI assistants could also help reduce his workload by keeping the Naughty or Nice lists up to date.

In his Lapland workshop, joyful interpersonal skills may only get him so far in managing his many elves. He could streamline his recruitment by adopting an ATS (applicant tracking system) to shortlist new elf helper roles. He could also consider employing a reindeer nutritionist and a strength and conditioning coach to ensure his reindeer crew are in top condition and flight-ready for Christmas Eve.

As the big night itself approaches, much thought needs to be given to logistics planning, given the growing world population and increasing number of house visits. A hybrid approach of traditional reindeer navigation intuition alongside air traffic control systems and navigation apps would help track progress, avoid delays, and improve his efficiency.

In a world of ever-growing eco-consciousness, Father Christmas must also do his due diligence with regard to his sustainability and ethical credentials. It could be worth considering B Corp accreditation at his workshop to showcase to young generations the importance of environmental values underpinning toy production.

If time allows, Father Christmas may want to consult a stylist to review his public-facing image and give his outfit a merry update. While red has long been his signature colour, he could do well to heed the advice of colour consultants and forecasters to ensure he is maximising his public appeal (and, of course, choosing a hat with fake fur trim that matches his skin tone).

Finally, and most importantly, Father Christmas must stay true to his magical brand, so that generations to come continue to champion the Christmas story’s key values of kindness, generosity, and joy. An open-minded, future-embracing Father Christmas will continue to bring hope and happiness to children, and adults, everywhere for many years to come.

Merry Christmas, everyone!

© Clare Lewis, December 2025