198. What Does It Mean to Be “Cool”?
7Digest
This episode of No Stupid Questions delves into the elusive concept of "cool" in 2024. The hosts, Angela Duckworth and Mike Mann, begin by discussing an email from an anonymous listener who questions the criteria for coolness, wondering why certain individuals and brands are considered cool while others are not. They then explore the evolution of the word "cool" and its various meanings over time, noting its shift from a simple expression of approval to a more complex social construct. The hosts also discuss the role of signaling and association in coolness, highlighting how brands and individuals leverage these elements to create a sense of belonging and status. They examine the psychology behind coolness, drawing on research from neuro-economics and social psychology to explain the human need for status and respect. The episode concludes with a discussion of the four traits of coolness identified by marketing experts: autonomy, authenticity, attitude, and association. The hosts also explore the influence of social media on the rapid rise and fall of trends, and the potential for purpose and social activism to become new markers of coolness in a world increasingly seeking meaning and connection.
Outlines
What Does It Mean to Be Cool?
This Chapter begins with an email from an anonymous listener who questions the criteria for coolness, wondering why certain individuals and brands are considered cool while others are not. The hosts, Angela Duckworth and Mike Mann, discuss the email and share their own perspectives on coolness, highlighting the subjective nature of the concept and its evolution over time.
Coolness in 2024: A Survey and Insights
This Chapter delves into a recent UGov survey that asked US adults if they consider themselves cool. The results reveal that a majority of adults believe they are cool, with younger generations reporting higher levels of self-perceived coolness. The hosts discuss the implications of these findings and explore the shifting definition of coolness in contemporary society.
The Evolution of Cool
This Chapter examines the historical evolution of the word "cool" and its various meanings over time. The hosts discuss how the word has shifted from a simple expression of approval to a more complex social construct, encompassing concepts such as self-possession, disengagement, and moral goodness. They also explore the role of social media in accelerating the cycles of coolness, leading to trends that rise and fall more quickly than in the past.
Signaling and Association in Coolness
This Chapter explores the role of signaling and association in coolness. The hosts discuss how individuals and brands use these elements to create a sense of belonging and status within specific social groups. They share personal anecdotes and insights from their own experiences, highlighting the power of signaling in shaping perceptions of coolness.
The Psychology of Coolness
This Chapter delves into the psychology behind coolness, drawing on research from neuro-economics and social psychology. The hosts discuss the human need for status and respect, and how this need is reflected in our pursuit of coolness. They explore the role of the medial prefrontal cortex in social identity and status tracking, and how social media amplifies these desires.
Coolness and Counterculture
This Chapter examines the relationship between coolness and counterculture. The hosts discuss how some individuals seek to be associated with trends while others strive to be countercultural, rejecting mainstream popularity. They explore the idea that coolness can be lost as a trend gains widespread acceptance, and how individuals and brands can transition from being cool to iconic.
Keywords
Coolness
A subjective and evolving concept that refers to a perceived sense of social desirability, style, and acceptance within a particular group or culture. It often involves a combination of factors such as fashion, attitude, behavior, and association with certain individuals or brands.
Signaling
The act of conveying information or intentions through nonverbal cues, such as clothing, language, or behavior. In the context of coolness, signaling involves communicating one's social status, group affiliation, and values to others.
Association
The connection or link between individuals, brands, or ideas. In the context of coolness, association refers to the perceived value or desirability that is attributed to something based on its connection to other cool individuals, brands, or trends.
Neuro-economics
A field of study that combines neuroscience, economics, and psychology to understand how the brain makes decisions related to economic behavior. It explores the neural processes involved in value judgments, risk aversion, and reward seeking.
Social Psychology
A branch of psychology that studies how individuals think, feel, and behave in social contexts. It examines topics such as social influence, group dynamics, attitudes, and prejudice.
Social Media
A collection of online platforms and services that allow users to create and share content, connect with others, and participate in online communities. Social media has a significant impact on the spread of trends, the formation of social identities, and the perception of coolness.
Purpose
A sense of meaning and direction in life, often derived from a commitment to something larger than oneself. It can be found in personal values, goals, relationships, and contributions to society.
Social Activism
The practice of engaging in activities that aim to bring about social change. It can involve advocacy, protest, education, and other forms of action to address social injustices and inequalities.
Sustainability
The ability to meet the needs of the present generation without compromising the ability of future generations to meet their own needs. It encompasses environmental, social, and economic considerations.
DIY Culture
A movement that emphasizes self-reliance, creativity, and the ability to create or repair things oneself. It often involves using readily available materials and resources to build, fix, or modify objects.
Q&A
What are some of the key factors that contribute to the perception of coolness in 2024?
Coolness in 2024 is influenced by a combination of factors, including social trends, brand associations, individual expression, and a growing emphasis on purpose and social activism. Trends like sustainability, retro styles, wellness, and DIY culture are gaining popularity, while brands are increasingly associating themselves with cool figures and movements. Individuals are also expressing their coolness through their choices in clothing, language, and behavior, often signaling their values and group affiliations.
How has the meaning of "cool" evolved over time?
The word "cool" has undergone a significant transformation since its emergence in American English in the 1930s. Initially, it simply meant "intensely good." However, it has evolved into a more complex social construct, encompassing various meanings such as self-possession, disengagement, moral goodness, and intellectual assurance. The rise of social media has further accelerated the cycles of coolness, leading to trends that rise and fall more quickly than in the past.
What is the psychology behind the human need for coolness?
The pursuit of coolness is rooted in the fundamental human need for status and respect. Research in neuro-economics and social psychology has identified the medial prefrontal cortex as the brain region responsible for social identity and status tracking. We are constantly evaluating our social standing and seeking to maintain or elevate our position within our social groups. Social media has amplified this need, providing a platform for constant social comparison and validation.
What are the four traits of coolness identified by marketing experts?
Marketing experts have identified four key traits of coolness: autonomy, authenticity, attitude, and association. Autonomy refers to a lack of conformity and a sense of individuality. Authenticity involves being true to oneself and avoiding inauthentic attempts to appear cool. Attitude encompasses a sense of casual effortlessness and a swagger that suggests a lack of concern for social approval. Association involves aligning oneself with cool individuals, brands, or trends.
How does social media influence the perception of coolness?
Social media has a profound impact on the perception of coolness. It accelerates the cycles of trends, making them rise and fall more quickly than in the past. It also provides a platform for constant social comparison and validation, amplifying the human need for status and respect. This can lead to a pressure to conform to perceived norms of coolness and a fear of being seen as uncool.
What are some emerging trends that suggest a shift in the definition of coolness?
Emerging trends suggest that coolness is becoming increasingly associated with purpose and social activism. Sustainability, social justice, and DIY culture are gaining popularity, reflecting a growing desire for meaning and connection. This shift suggests that coolness is no longer solely defined by superficial markers of style and status, but also by values, beliefs, and contributions to society.
How can individuals and brands navigate the evolving landscape of coolness?
Individuals and brands can navigate the evolving landscape of coolness by embracing authenticity, purpose, and genuine connection. Instead of chasing fleeting trends, they should focus on expressing their true selves and aligning with values that resonate with them. Brands can build lasting relationships with consumers by demonstrating their commitment to social responsibility, sustainability, and meaningful experiences.
Is it possible to be cool without conforming to mainstream trends?
Yes, it is possible to be cool without conforming to mainstream trends. Coolness is often found in niche communities and subcultures where individuals express their unique identities and values. It's about finding your own tribe and embracing what makes you authentically cool, regardless of what the mainstream dictates.
What are some examples of individuals or brands that have successfully navigated the evolution of coolness?
Examples of individuals and brands that have successfully navigated the evolution of coolness include those who have embraced authenticity, purpose, and social responsibility. For example, athletes like Lindsey Vonn and Steph Curry have used their platforms to advocate for social causes and inspire others. Brands like Patagonia and TOMS have built their identities around sustainability and ethical practices. These individuals and brands have demonstrated that coolness can be achieved through genuine connection, meaningful contributions, and a commitment to values that resonate with a wider audience.
What are some of the potential downsides of the pursuit of coolness?
The pursuit of coolness can have some downsides. It can lead to a pressure to conform to perceived norms, a fear of being seen as uncool, and a focus on superficial markers of status. It can also create a sense of insecurity and anxiety, as individuals constantly strive to maintain their cool image. It's important to remember that true coolness comes from being authentic to oneself and embracing one's unique qualities.
Show Notes
What’s the difference between being popular and being cool? How has social media changed the trend cycle? And what do Taylor Swift and Walmart have in common?
- SOURCES:
- Anette Asp, project manager and research coordinator at the California Institute of Technology.
- Lalin Anik, professor of marketing at Vrije University Amsterdam.
- Marc Bain, journalist.
- Judy Blume, young adult author.
- Colin Camerer, professor of behavioral economics at the California Institute of Technology.
- James Dean, 20th-century American actor.
- Ryan Hauser, Ph.D. candidate at the Yale School of Management.
- Michael Jordan, former professional basketball player.
- Johnny Miles, senior value manager at Workday.
- Steven Quartz, professor of philosophy at the California Institute of Technology.
- David Skinner, editor of Humanities magazine.
- Lindsey Vonn, Olympic alpine skier.
- RESOURCES:
- "Do You Think You're Cool?" poll by YouGov (2024).
- "What Cool Means Now," by Marc Bain (Quartz, 2020).
- "The History of Michael Jordan's 'Banned' Sneakers," (Complex, 2020).
- "Brand Coolness," by Caleb Warren, Rajeev Batra, Sandra Maria Correia Loureiro, and Richard P. Bagozzi (Journal of Marketing, 2019).
- "How to be Cool," by Johnny Miles (UVA Darden Ideas to Action, 2017).
- Cool: How the Brain’s Hidden Quest for Cool Drives Our Economy and Shapes Our World, by Steven Quartz and Anette Asp (2015).
- "How Capitalism Created 'Cool,'" by Bourree Lam (The Atlantic, 2015).
- "How Did Cool Become Such a Big Deal?" by David Skinner (Humanities, 2014).
- EXTRA:
- "Are We Getting Lonelier?" by No Stupid Questions (2023).
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