What does it mean to be 'cool'?  

While the word can feel slippery and subjective, a new study published in the Journal of Experimental Psychology suggests that people around the world largely agree on what makes someone cool - and the answer transcends culture, language and borders. 

According to the research, people deemed cool consistently share six personality traits, whether they live in the US, China, South Africa or Turkey. The findings suggest that modern media and global culture may have standardized the meaning of cool far more than we realize. 

The study draws on psychology experiments conducted between 2018 and 2022 with nearly 6,000 adults across 13 countries. Participants were asked to think of someone they considered 'cool,' 'not cool,' 'good,' or 'not good,' and then rate that person’s personality traits and values. 

By comparing these ratings, researchers were able to identify what separates cool people from those who are merely good, or uncool. 

Despite wide cultural differences, the results were strikingly consistent. Cool people were seen as more extroverted, hedonistic, powerful, adventurous, open and autonomous. In other words, they were perceived as outgoing, pleasure-seeking, confident, independent and willing to take risks. 

The idea of cool emerged from small, rebellious subcultures including Black jazz musicians in the 1940s and the beatnik movement of the 1950s before spreading more widely. As creativity, innovation and change have become more valued in modern society, coolness has taken on a larger role. 

The researchers also found an important distinction between being cool and being good. While some traits overlap, good people were viewed very differently. They were more likely to be described as conforming, traditional, secure, warm, agreeable, conscientious and calm, qualities associated with stability, morality and cooperation. 

In other words, coolness isn’t necessarily about being kind or ethical. It’s about standing out, questioning conventions and projecting independence and influence. 

Researchers say the findings could help explain how social hierarchies form and how cultural norms change. Cool people, they argue, often occupy influential positions because they are seen as innovators and persuaders people capable of shifting attitudes and behaviours. 

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