The Anatomy of Cool: Science Meets Culture
Defining “cool” has long been a subjective endeavour, shifting with generations, trends, and personal perspectives. However, recent research is attempting to quantify this elusive quality. A psychology study has identified six core personality traits that, according to science, underpin coolness. These findings offer a new lens through which to view social dynamics and cultural shifts, particularly as we look towards 2025.
The Six Scientific Pillars of Coolness
According to the study, the traits most associated with perceived coolness are being extroverted, adventurous, open, autonomous, powerful, and hedonistic. These characteristics suggest that individuals who are outgoing, willing to take risks, receptive to new ideas and experiences, independent-minded, influential, and focused on pleasure and enjoyment are more likely to be seen as cool by others. This scientific perspective provides a foundational understanding, suggesting that certain inherent qualities contribute significantly to one’s social standing in terms of coolness.
UK Coolness in 2025: The Rise of Self-Aware Irony
While the scientific traits offer a universal framework, the expression of coolness is heavily influenced by cultural context. In the United Kingdom, projections for 2025 suggest a nuanced evolution. The prevailing sentiment indicates that being self-aware and funny is paramount to embodying coolness. Crucially, this often manifests in an ability to appreciate and ironically engage with things conventionally considered “uncool”, adding layers of meaning or humour to their consumption.
Cultural Indicators: Edward Enninful’s Vision
Illustrating this trend is the perspective of acclaimed stylist Edward Enninful. As he prepares to launch his culture and entertainment platform, EE72, Enninful shared an insightful list on Instagram detailing items and figures he currently deems cool. His selections underscore the contemporary appreciation for a diverse and sometimes unexpected mix: he included Love Island, Sade, bucket hats, and Miley Cyrus. This eclectic list highlights how cultural figures are embracing elements that might previously have been overlooked or even dismissed, recontextualizing them through personal endorsement.
The Art of Making Uncool Cool
The phenomenon of transforming previously “uncool” items or concepts into desirable ones is a significant cultural force. This transformation is often propelled by strategic use of humour, authenticity, and, critically, controlling the narrative before algorithms dictate perception. Examples include the public reevaluation and nuanced appreciation of figures like Marnie Michaels from the series Girls and cultural icon Paris Hilton. Both figures, once subjects of mainstream derision or caricature, have seen their public images rehabilitated and embraced, often through a blend of self-awareness and authentic engagement with their pasts and public perceptions.
Nostalgia as a Driving Force
Another powerful engine behind current cultural and fashion movements is nostalgia, particularly among younger demographics such as Gen Z and Millennials on platforms like TikTok. The revisiting and reinterpretation of past trends, aesthetics, and cultural touchstones fuels much of the ironic appreciation and recontextualization observed in the 2025 UK cool landscape. This historical resonance allows for the mining of “uncool” pasts for contemporary relevance and ironic affection.
Other Signals for 2025
Looking ahead to 2025, other indicators signal shifts in what is perceived as cool within the UK. These include the growing prominence of run club culture, the widespread adoption of distinctive footwear like Salomon trainers, adherence to niche diets, and anticipated cultural moments such as Doechii’s performance at the 2025 Glastonbury Festival. These varied touchpoints — from wellness activities to fashion choices and music events — collectively paint a picture of a coolness defined by individuality, community, and a playful engagement with culture.
Conclusion: A Dynamic Definition
The definition of coolness in 2025, particularly within the UK, appears to be a dynamic interplay between inherent psychological traits and evolving cultural attitudes. While science points to core characteristics like extroversion and autonomy, the contemporary UK scene values self-awareness, humour, and the ironic embrace of the unconventional. Fueled by cultural leaders like Edward Enninful, shaped by online platforms like TikTok, and influenced by the powerful current of nostalgia, the path to being perceived as cool involves both authenticity and a clever navigation of cultural narratives. As Doechii takes the stage at Glastonbury 2025 and Salomon trainers become street style staples, the landscape of cool continues to demonstrate its fascinating capacity for evolution.
