Who do you consider to be effortlessly, unquestionably cool? Charli XCX, without a doubt. David Bowie, naturally. Yoko Ono and Fran Lebowitz – or do they simply don a lot of black? I wouldn’t describe myself as cool, nor have I ever. During my teenage years, I was a diligent student in a sports-oriented school. Now, as an adult, I constantly sport a backpack. I’m chatty, cautious, careless about my appearance, and I doubt any substance can compare to a full night’s sleep. To me, “cool” seems akin to the stock market or fine dining: none of my concern.
I’m not the only one. In a recent survey by YouGov, one-third of participants said they weren’t cool in school, with only 10% believing they actually were. Half identified as being “somewhere in the middle”.
Yet I recognize what I’m missing. Those perceived as cool are sought after; others desire to emulate them or associate with them. This social influence effectively transforms into capital as individuals purchase what you endorse, hoping some of that allure may extend to them.
The catch, of course, is that it seldom works. “Cool” is deceptive, reminiscent of a puzzle: it can’t be acquired, though it’s eagerly marketed, and it cannot be asserted without forsaking its advantages. The more you yearn to be seen as cool, the more likely you are to appear uncool.
It’s elusive but evident – or so we believed. A highly publicized paper recently released in the Journal of Experimental Psychology discovered that cool people are viewed as possessing six key traits: they are extroverted, open, hedonistic, adventurous, self-sufficient, and influential.
I (generously) rate a 3/6, lacking in hedonism, adventurousness, and significant power. But could focusing on those aspects make me cooler?
“People can enhance how cool they appear to others up to a point,” says Todd Pezzuti, an associate professor of business at Adolfo Ibáñez University in Chile and the study’s principal author. “However, I believe it’s restricted.”
Introverts, for instance, might find it challenging to appear reliably and convincingly socially self-assured. “Authenticity in coolness must reside within you for it to be effective,” Pezzuti remarks.
He “never anticipated this level of exposure” for his study, he confides, but acknowledges it supports his assertion: “cool” wields significant influence but remains poorly defined.
Few studies exist on this topic, partly because measuring it poses difficulties, according to Pezzuti. “Given that everyone has their distinct views on cool, we thought it crucial to uncover the truth.”
Pezzuti’s focus rests on coolness as an economic endeavor or creation. His theory suggests that, akin to tribal communities that value skilled hunters providing nourishment, the contemporary information economy thrives on creativity and innovation. “Cool” represents the esteem and reward granted to individuals who challenge limits, generate fresh ideas, and disseminate them for shared gain.
The Onion’s headline humorously stating that consumers allocate $14 trillion each year “to appear cool” isn’t off the mark. Many of the defining brands of our era (Apple, Nike, Coke, etc.) thrived by encapsulating coolness. The global influencer market, valued at $24bn in 2024, operates on this principle.
When I query Pezzuti about who he considers cool, he cites Richard Branson, noting he excels in all six characteristics – contributing to the Virgin founder’s estimated £2.4bn fortune.
Is Pezzuti himself cool? “Right now, definitely not,” he replies, perhaps with a hint of nostalgia. He’s not particularly extroverted or powerful, but since becoming a parent, he states, “my hedonism, sense of adventure, and independence have vanished completely.”
As part of the study, around 6,000 individuals from 12 different nations were asked to recall someone they personally knew whom they perceived as “truly cool”: they were then instructed to describe that person based on a list of 15 personality traits and core values.
The outcomes were surprisingly uniform across various ages, genders, educational backgrounds and – to the researchers’ astonishment – geographical locations. “We initially thought that more individualistic nations would regard autonomy as cooler than collectivist ones,” Pezzuti notes. However, the attributes that render someone cool seem to remain fairly consistent from Canada to Spain, and from Chile to Nigeria.
Nevertheless, merely possessing these traits is insufficient, according to Pezzuti. “Central to being perceived as cool is the appropriate expression of these traits.”
In a 2018 investigation, he examined the lasting link between cool individuals and emotional restraint. Icons like James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Anna Wintour from Vogue: all exude a studied lack of emotion (frequently hidden behind sunglasses).
However, Pezzuti realized that this stoic demeanor only conveys coolness in competitive arenas, like an athlete locking eyes with their adversary. In other situations, “being unemotional tends to render an individual distant.”
The six traits recently outlined are likewise context-dependent, Pezzuti states. A musician may appear cool for eschewing mainstream trends, demonstrating independence – but not if they become excessively avant-garde and alienate audiences.
Moreover, the social capital gained by hedonism, revelry, and drug use can swiftly be depleted if they veer into irresponsible or careless actions. Just look at Pete Doherty, who once topped NME’s cool rankings.
The study involved approximately 6,000 respondents from 12 countries, all of whom were prompted to think of someone they knew personally whom they deemed “really cool”: they were then asked to describe that individual using a list of 15 character traits and core values.
The results were notably consistent across different ages, genders, education levels, and – unexpectedly for the researchers – locations. “We approached this presuming that individualistic nations would view autonomy as cooler than collectivist ones,” Pezzuti explains. Yet, what delineates a cool person appears to be strikingly similar in Canada or Spain as it is in Chile or Nigeria.
Nonetheless, merely possessing those traits doesn’t suffice, according to Pezzuti. “Essential to being viewed as cool is the aptitude for expressing them suitably.”
In a 2018 study, he investigated the persistent association of cool individuals with emotional detachment. Figures such as James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Vogue’s Anna Wintour exhibit a deliberate lack of expression (frequently hidden behind sunglasses).
However, Pezzuti discovered that this unfazed demeanor only conveys coolness in competitive scenarios, like an athlete focusing on their rival. Outside of that setting, “being stoic tends to make one come off as frigid.”
The six characteristics currently outlined are similarly influenced by context, Pezzuti claims. A musician might be regarded as cool for disregarding conventional tastes, demonstrating independence – but that talent may not translate if they become too avant-garde and alienate their fans.
Additionally, the social prestige derived from hedonism, wild parties, and substance use can easily be squandered if actions cross into reckless misconduct. Just ask Pete Doherty, who has previously been at the top of NME’s cool leaderboard.
The study questioned about 6,000 individuals from twelve nations, prompting them to identify someone they personally knew that they deemed “truly cool”: next, they were requested to characterize this individual based on a selection of 15 personality traits and essential values.
The findings were strikingly uniform across various demographics – age, gender, education level, and – unexpectedly for the researchers – location. “We operated under the assumption that more individualistic societies would value autonomy as cooler compared to collectivist societies,” Pezzuti remarks. Yet the attributes that define a cool person seem remarkably similar in Canada or Spain as they do in Chile or Nigeria.
Despite that, possessing these traits alone is insufficient, according to Pezzuti. “Central to being regarded as cool is how well one conveys these characteristics.”
In a 2018 study, he delved into the continuous connection between cool individuals and emotional detachment. Icons like James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Anna Wintour of Vogue all project an intentional lack of emotion (often concealed behind shades).
However, Pezzuti found that this stoic facade only conveys coolness in competitive arenas, such as an athlete locking eyes with an opponent. In other contexts, “being expressionless can make an individual seem aloof.”
The six characteristics recently emphasized also depend on context, Pezzuti points out. A musician may be deemed cool for rejecting mainstream conventions, exhibiting independence – but that recognition may falter if they become excessively unconventional and alienate their audience.
Furthermore, the social merits derived from hedonism, revelry, and substance use can swiftly dissipate if they transition into reckless or negligent conduct. Just ask Pete Doherty, who once ruled NME’s cool roster.
The study surveyed approximately 6,000 participants across 12 nations, prompting them to think of someone they personally knew whom they found to be “truly cool”： they were then asked to describe that individual using a list of 15 personality traits and fundamental values.
Surprisingly consistent results emerged across demographics concerning age, gender, education levels, and – contrary to expectations – geographical locations. “We started off thinking that nations valuing individualism would find autonomy cooler compared to collectivistic ones,” Pezzuti notes. Yet what defines coolness seems quite uniform from Canada to Spain and from Chile to Nigeria.
But just having those traits isn’t enough, Pezzuti insists. “Key to being seen as cool is articulating them in a suitable manner.”
In a 2018 analysis, he examined the lasting connection of cool individuals with emotional composure. Icons such as James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Anna Wintour from Vogue all showcase a crafted emotional detachment (frequently masked behind shades).
However, Pezzuti found that this impassive demeanor only conveys coolness within competitive contexts, like an athlete eyeing their competitor. In other situations, “being aloof may come off cold.”
The six traits recently identified are also context-sensitive, asserts Pezzuti. A musician may capture coolness by disregarding trends and exhibiting freedom – but if they’re deemed overly avant-garde, they may alienate audiences.
Moreover, the prestige gained from hedonistic behavior, partying, and drugs can easily evaporate if it descends into recklessness. Just take Pete Doherty, who formerly reigned at the apex of NME’s cool rankings.
The research surveyed roughly 6,000 participants across 12 nations, prompting them to recall a personally known individual whom they regarded as “truly cool”; they were subsequently directed to describe this person based on a selection of 15 personality traits and fundamental values.
Remarkably consistent results were revealed across demographic categories such as age, gender, education level, and – unexpectedly for researchers – geographical regions. “We operated under the belief that individualistic nations would consider autonomy cooler than collectivistic countries,” Pezzuti adds. Nevertheless, what defines someone as cool is seemingly quite similar whether in Canada or Spain or even in Chile or Nigeria.
Still, it is inadequate to simply embody those traits, emphasizes Pezzuti. “Crucial to being perceived as cool is the manner in which those traits are expressed.”
In a 2018 analysis, he probed the enduring link between cool individuals and emotional restraint. Figures like James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Anna Wintour of Vogue all exhibit a calculated lack of expression (often hidden behind sunglasses).
Pezzuti found that this stoicism only translates to coolness in competitive environments, like an athlete countering their rival. Conversely, “being inexpressive can render someone cold.”
The six traits identified recently are also context-specific, states Pezzuti. A musician might be considered cool for deviating from popular trends and showcasing independence – but they risk alienation if viewed as excessively avant-garde.
Additionally, the social rewards stemming from hedonism, nightlife, and drugs can be squandered if one indulges in irresponsible behavior. Just ask Pete Doherty, who was once atop NME’s cool listings.
The research examined around 6,000 people from 12 countries, asking them to think of someone they personally knew and found to be “really cool”: they were then asked to describe them using a selection of 15 personality traits and fundamental values.
The findings proved remarkably consistent across age, gender, education level, and – to the researchers’ surprise – location. “We approached the study believing that individualistic countries would view autonomy as being cooler compared to collectivistic nations,” Pezzuti states. However, what constitutes coolness appears substantially similar in Canada or Spain to Chile or Nigeria.
Yet, merely having these traits isn’t sufficient, asserts Pezzuti. “Essential to being perceived as cool is the proper expression of them.”
In a 2018 study, he investigated the sustained connection of coolness with emotional restraint. Icons like James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Vogue’s Anna Wintour showcase a carefully crafted emotional detachment (often hidden behind sunglasses).
However, Pezzuti discovered that this stoic disposition only conveys coolness in competitive settings, such as athletes gazing down their opponents. In other circumstances, “being expressionless can often come across as cold.”
The six traits recently recognized are also context-sensitive, notes Pezzuti. A musician could be viewed as cool for neglecting popular trends and demonstrating autonomy – yet they may risk alienating audiences if deemed overly avant-garde.
On top of that, the stature gained from hedonism and wild partying can be squandered swiftly if one engages in irresponsible or sloppy behavior. Just look at Pete Doherty, who was once a top contender on NME’s cool list.
The project surveyed approximately 6,000 individuals across 12 different nations, asking them to think of someone they personally knew whom they regarded as “really cool”: they were subsequently asked to profile that individual via a list of 15 personality traits and essential values.
The results were strikingly uniform across various demographics – age, gender, education level, and – to the researchers’ astonishment – locations. “We entered with the assumption that more individualistic cultures would regard autonomy as cooler than those more collectivistic,” Pezzuti remarks. However, what defines cool appears vastly similar from Canada to Spain and from Chile to Nigeria.
Nonetheless, simply having those characteristics isn’t enough, stresses Pezzuti. “Central to being deemed cool is how adeptly these traits are exhibited.”
In a 2018 inquiry, he explored the persistent link between coolness and emotional restraint. Icons including James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Anna Wintour from Vogue all display a calculated lack of emotion (often concealed behind sunglasses).
However, Pezzuti found out that this unaffected demeanor only communicates coolness in competitive environments, such as athletes challenging their rivals. In other contexts, “being devoid of expression can seem distant.”
The six traits articulated recently are context-sensitive, he notes. A musician may garner a cool reputation for dismissing mainstream trends and demonstrating independence—but that appeal can be lost if they become too avant-garde and alienate fans.
Moreover, the social currency acquired through hedonism, wild outings, and drugs can dissipate rapidly if individuals slip into irresponsible conduct. Just consider Pete Doherty, who used to sit atop NME’s cool rankings.
The study examined approximately 6,000 individuals across twelve countries, prompting them to think of a personally known individual they considered “really cool”: they were then asked to describe that person based on a list of 15 traits and core values.
The results showed remarkable consistency across demographics concerning age, gender, education levels and – to the researchers’ surprise – geographical areas. “We initially thought that individualistic cultures would consider autonomy to be cooler than collectivist ones,” Pezzuti states. However, what defines coolness appears remarkably similar whether in Canada or Spain, Chile or Nigeria.
However, simply possessing these traits is insufficient, Pezzuti maintains. “Essential to being viewed as cool is the expression of those traits in the right way.”
In a 2018 study, he analyzed the strong association between emotional restraint and coolness. Icons like James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Anna Wintour of Vogue possess a carefully crafted indifference (often hidden behind shades).
Yet, Pezzuti found that this stoic demeanor only conveys coolness in competitive situations, like an athlete gazing down their opponent. In other contexts, “not expressing anything can make someone seem cold.”
The six traits outlined are also influenced by context, Pezzuti suggests. A musician may be viewed as cool for rejecting mainstream trends and demonstrating independence – but if their work is deemed too avant-garde, they risk alienating audiences.
Moreover, the social currency achieved through hedonism, partying hard, and drug use can quickly evaporate if it spirals into irresponsibility or sloppiness. Just consider Pete Doherty, who once topped NME’s cool list.
The project questioned about 6,000 individuals from a dozen countries, prompting them to think of someone they knew and deemed “truly cool”: they were then asked to outline that person based on a selection of 15 personality traits and essential values.
The findings showed remarkable uniformity across various demographics – age, gender, education level, and – to the researchers’ surprise – geographic regions. “We started off thinking individualistic societies would value autonomy as cooler than collectivistic ones,” Pezzuti elaborates. But what constitutes coolness seems drastically similar in Canada or Spain as it does in Chile or Nigeria.
Regardless, possessing these characteristics alone isn’t sufficient, emphasizes Pezzuti. “Key to being regarded as cool is the skillful expression of those traits.”
In a 2018 study, he looked into the sustained correlation between coolness and emotional distance. Icons such as James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Anna Wintour from Vogue exhibit a deliberate indifference (often concealed behind shades).
Pezzuti discovered that this detached demeanor conveys coolness predominately in competitive environments like athletes staring down their rivals. In other contexts, “lack of expressiveness often comes across as cold.”
The six traits highlighted are contextual, asserts Pezzuti. A musician may become viewed as cool for dismissing popular tastes and exhibiting autonomy – but they risk alienating audiences if deemed excessively avant-garde.
Furthermore, the social gains derived from hedonism, nightlife, and drugs can be rapidly squandered if behavior shifts into recklessness. Just look at Pete Doherty, who once held the top position on NME’s cool register.
The research studied approximately 6,000 participants from twelve distinct nations, asking them to think of someone they personally knew whom they regarded as “truly cool”: they were then tasked with describing that individual through a list of 15 personality traits and core values.
Findings were astonishingly uniform across various demographics – age, gender, education level, and – to the researchers’ surprise – geographic locations. “We set out with the assumption that countries with individualistic views would see autonomy as more desirable than those that are collectivistic,” Pezzuti mentions. Yet, what defines coolness seems to be quite standard from Canada or Spain to Chile or Nigeria.
However, merely having these attributes doesn’t suffice, insists Pezzuti. “Key to being viewed as cool is the expression of those traits in a fitting manner.”
In a 2018 investigation, he explored the sustained connection of coolness with emotional detachment. Icons such as James Dean, Bob Dylan, Johnny Cash, Victoria Beckham, Kanye West, and Vogue’s Anna Wintour exhibit a crafted emotional detachment (often hidden behind shades).
However, Pezzuti determined that such a stoic demeanor conveys coolness predominantly in competitive settings, such as athletes staring down their opponents. In other contexts, “lacking expression might seem aloof.”
The six characteristics recently highlighted are also context-driven, asserts Pezzuti. A musician might be viewed as cool for disregarding popular standards and showcasing independence – but may alienate audiences if their style becomes too avant-garde.
Additionally, social prestige earned from hedonism, partying, and drugs can evaporate quickly if one engages in irresponsible behavior. Just reflect on Pete Doherty, who once held the pinnacle of NME’s cool rankings.
