It turns out coolness isn’t just a vibe: it’s a measurable, cross-cultural phenomenon.
A new study published in the Journal of Experimental Psychology set out to decode what makes someone “cool” and what they found might surprise you. After surveying nearly 6,000 participants across 12 countries, from the U.S. to South Korea, researchers concluded that the traits we associate with coolness are strikingly consistent around the world.
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According to the data, cool people tend to be more extroverted, adventurous, hedonistic, open, powerful, and autonomous, no matter where they live. The researchers call this a “universal coolness profile.” So whether you’re in Austria or Nigeria, your idea of a cool person probably looks a lot like everyone else’s.
Why does this matter to marketers, creators, and brands?
Because cool still matters. A lot.
“Everyone wants to be cool, or at least avoid the stigma of being uncool,” said study co-author Todd Pezzuti, a marketing professor in Chile. “Society needs cool people because they challenge norms, inspire change, and advance culture.”
The findings also offer a subtle but important distinction between cool and good. “Good” people, the study found, are generally seen as more traditional, secure, warm, agreeable, and conscientious, traits that feel safer and more stable. But cool people? They’re risk-takers. Hedonists. A little less moral. A lot more magnetic.
That distinction is critical in today’s brand landscape, where everyone wants to ride the line between purpose and edge. Brands chasing cultural relevance often get caught trying to be too good, flattening themselves into palatable, agreeable versions of what they think people want. But being liked is not the same as being interesting. And being good is not the same as being cool.
Cool challenges norms. Good conforms to them.
And while the idea of coolness was once rooted in counterculture, the researchers note that it’s now gone commercial, absorbed and amplified by fashion, music, tech, and advertising. But don’t mistake mainstream for meaningless. As Pezzuti puts it:
“Coolness has definitely evolved over time, but I don’t think it has lost its edge. It’s just become more functional.”
In a hyper-connected world where trends move at the speed of scroll, cool is less about rebellion and more about relevance. It’s about creative risk. Personal freedom. Cultural fluency. And yes, sometimes, a bit of ego. So the next time you’re trying to define your brand tone, build your creator strategy, or figure out why some content just hits, consider this universal truth: Coolness isn’t random. It’s a consistent, recognizable signal. One that people instinctively understand, even if they can’t always explain it.
As the study concludes: “Coolness is a meaningful construct that helps people understand, order, and structure their social world.”
Translation? Cool still runs the culture.