What Makes Someone Cool? Global Study Identifies Six Universal Traits

A new international study has revealed that "coolness" is not merely a fleeting trend or a matter of superficial style, but rather a consistent psychological profile recognised across diverse global cultures.

The research, encompassing almost 6,000 participants across 12 countries, including Nigeria, South Africa, China, Germany, and the United States, identifies six core traits consistently associated with coolness: extroversion, adventurousness, openness, power, and autonomy. These findings challenge conventional notions of coolness, moving beyond superficial associations with fame or wealth to highlight underlying psychological characteristics.

The study, conducted by marketing scholars, offers a revised perspective on a concept often invoked in music, fashion, and digital culture. While coolness has historically been linked to emotional restraint and self-possession, particularly within African American cultural contexts where it represented dignified resistance against adversity, the modern interpretation has evolved towards bold self-expression and influence.

The research confirms that today, coolness is less about stoicism and more about dynamism, risk-taking, and the ability to shape trends. Researchers found remarkable consistency in the recognition of these core traits across cultures. Whether in South Korea, Spain, Australia, or Turkey, respondents consistently identified the same six traits as defining coolness. This suggests that coolness functions as a universal social signal, indicating individuals likely to innovate, influence, and inspire.

Within specific cultural contexts, the study identified nuanced differences. In South Africa, coolness is strongly associated with autonomy and adventurousness, qualities distinct from moral goodness, which is tied to kindness, conscientiousness, and emotional calm. This divergence is particularly pronounced in South Africa, where coolness often implies a willingness to challenge tradition and embrace novelty.

Conversely, in Nigeria, while the six core traits were recognised, autonomy did not significantly differentiate cool individuals from uncool ones. This may reflect cultural values prioritising community, hierarchy, and collective identity over individualism. Furthermore, in Nigeria, the boundary between coolness and goodness is less distinct, suggesting that in some societies, coolness may be more closely aligned with social virtue than rebellion.