In a rare blend of science and social instinct, a new study from the American Psychological Association uncovers the secret ingredients behind what makes a person universally “cool.” Surveying 13 countries across cultures, researchers discovered that traits like boldness, freedom, charm, and adventure often define coolness more than kindness or tradition. While the “good” remain admired, it is the daring and self-driven who capture the cool crown. The findings challenge norms, revealing how charisma and context shape society’s most fascinating label.

📌 STORY HIGHLIGHTS:

• Six global traits define coolness: extroverted, hedonistic, powerful, adventurous, open, and autonomous

• “Good” individuals tend to be warm, calm, conforming, agreeable, and traditional

• Study spanned 13 regions: U.S., India, Germany, South Korea, Nigeria, and more

• Richard Branson seen as a universal example of “cool” for adventurous stunts

• Elon Musk’s behavior shows how coolness can shift with audience and context

• Research published by American Psychological Association on June 30, 2025

What do a daring space-traveling billionaire, a globe-crossing balloonist, and an extroverted adventurer have in common? Across cultures, languages, and ideologies, they all represent a trait we often admire but rarely define clearly—being “cool.”

A new study published by the American Psychological Association on June 30 brings clarity to this elusive social label. Researchers set out to understand what makes some people widely considered “cool” while others—despite perhaps being good or successful—miss the mark.

The study surveyed participants in 13 culturally diverse regions including the United States, Australia, Germany, Spain, Turkey, Mexico, Chile, India, Hong Kong, China, South Korea, South Africa, and Nigeria. Each participant was asked to identify people they viewed as cool or not cool, good or not good. Then they rated those individuals’ personality traits and values.

What emerged was a remarkable level of agreement across these diverse groups. According to the researchers, individuals labeled as “cool” consistently shared six key traits: they were extroverted, hedonistic, powerful, adventurous, open, and autonomous. These characteristics transcended borders and cultural nuances, hinting at a kind of universal coolness blueprint.

“To be seen as cool, someone usually needs to be somewhat likable or admirable, which makes them similar to good people,”
explained Caleb Warren, co-lead researcher and associate professor of marketing at the University of Arizona.

But the study didn’t stop at identifying cool. It drew a sharp contrast between people seen as “cool” and those considered simply “good.” The so-called good individuals were typically viewed as conforming, traditional, secure, warm, agreeable, conscientious, and calm—virtues that promote harmony but don’t necessarily stand out.

Warren added:

“Cool people often have other traits that aren’t necessarily considered ‘good’ in a moral sense, like being hedonistic and powerful.”

In other words, while likability matters, coolness often includes a streak of rebellion, risk, or self-determination that doesn’t always align with moral ideals.

The researchers used real-life examples to illustrate this nuanced difference. British entrepreneur Richard Branson was one such figure. Known for his boundary-pushing lifestyle and high-risk endeavors—like racing speedboats, flying hot air balloons across oceans, and even taking a trip to space—Branson was widely perceived as cool across demographics. His personality, they noted, combined multiple elements from the “cool” checklist: adventure, autonomy, power.

But context matters. Coolness, the study emphasized, is not static—it can change depending on who’s watching and where. For instance, Elon Musk, another high-profile entrepreneur, possesses many of the “cool” traits identified in the study. But public reactions to his behavior vary widely.

One notable example was Musk’s infamous appearance on the Joe Rogan Experience podcast, where he casually smoked marijuana.

“That act may have been seen as rebellious and cool by younger audiences or those with countercultural leanings,”
the study noted,
“but the same behavior was not well-received by investors and industry analysts.”

This duality underscores how coolness, though built on common traits, is still shaped by perception and context. A person may check all the boxes—being bold, independent, and adventurous—but one misstep or misaligned audience, and that coolness could vanish or even backfire.

Ultimately, the findings remind us that coolness is not just about appearances or surface-level charisma. It’s a social judgment built on a complex blend of personality traits, value systems, and cultural context. In a way, it’s not just who you are—but how others feel about who you are, depending on when, where, and why.

The study offers a rare, science-backed glimpse into the social currency of “coolness,” revealing that admiration often stems not from goodness alone, but from a bold mix of autonomy, adventure, and charm. Figures like Richard Branson and Elon Musk embody this blend, though public perception can shift based on context. As cultures evolve, so too does our idea of what it means to be “cool”—a label less about perfection, and more about daring to stand apart.

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