Scientists have figured out who's really "cool." And introverts aren't going to like it.

Scientists have finally figured out what it means to be cool—Medusa has published a detailed article on the subject. The study was published in the journal of the American Psychological Association. We’ve put together a short version, cut to the chase. Read the full text on "Medusa".

Everyone wants to be cool—but what does that even mean? Researchers from the U.S. and Chile set out to find out and surveyed nearly 6,000 people from 13 countries. It turned out that almost everywhere, “coolness” is understood in the same way—as the ability to break the rules without damaging one’s reputation.

The Origins of Coolness

The term originated in the 1920s and 1930s among African American jazz musicians, who used it to describe a calm self-assurance and independence in the face of racism. Miles Davis and Lester Young made “cool” a symbol of inner freedom. In the 1950s, Hollywood picked up on the idea: “cool” characters became rebellious heroes who stood up to the system.

Over time, “coolness” ceased to be a counterculture and became a form of social capital—a way to express individuality without losing the crowd’s approval.

Who's Cool These Days?

The authors of a study published in the American Psychological Association’s journal in 2025 identified as many as six criteria for “coolness” after conducting numerous interviews with people of different genders, ages, educational levels, backgrounds, and so on: extraversion, hedonism, power-seeking, openness, adventurousness, and autonomy. But—and this is important—they don't become outcasts. What sets them apart is confidence and the ability to strike a balance between “being yourself” and “staying in the loop”.

Why Does Society Need Cool People?

According to researchers, the cult of coolness helps society make sense of change. Cool people are the first to break the mold, set trends, and drive culture forward. In the age of social media and influencers, “coolness” has become a new social status—not about money, but about influence, style, and confidence.

Scientists believe that being labeled “cool” is a kind of reward for contributing to cultural change. However, “coolness” can be both positive and toxic—and this is something that still needs to be explored.