“Cool” is a word that transcends generations, trends, and cultures. Yet it remains as elusive as it is omnipresent. From jazz clubs in the 1940s to social media in the 2020s… The concept of “cool” has evolved, reflecting shifts in societal values, cultural movements, and generational aspirations. But what does it mean to be “cool”? And as we look to the future, what will define the “new cool”? Let’s take a closer look at the evolution of cool!
The Etymology of “Cool”: From Temperature to Temperament
The word “cool” originally described a moderate temperature. One that was neither hot nor cold. The term is deriving from the Old English word “cōl,” meaning “a moderate state of warmth.” But in the mid-20th century, “cool” began to take on a new life. Transforming from a mere descriptor of physical sensation to a marker of cultural significance.
The modern usage of “cool” as a term of approval or admiration is widely believed to have originated in the African American jazz culture of the 1940s. Jazz musicians like Miles Davis embodied a relaxed, detached demeanor. Coolness! That stood in contrast to the heated passion of earlier jazz forms like bebop. To be cool was to be calm, collected, and in control, even in the face of adversity.
Cool as Counterculture: The 1950s and 1960s
In the post-war era, “cool” became synonymous with rebellion and counterculture. The 1950s saw the rise of the “cool” teenager, immortalized by figures like James Dean in Rebel Without a Cause. This era’s “cool” was about nonconformity, a rejection of the buttoned-up norms of the previous generation. The Beat Generation, with its emphasis on spontaneity, creativity, and freedom, also embraced this ethos, turning “cool” into a form of cultural resistance.
By the 1960s, “cool” had expanded beyond jazz and teenage rebellion to encompass a broader countercultural movement. The hippies of the 1960s, with their anti-establishment values, peace protests, and psychedelic experiences, redefined coolness as a lifestyle choice. To be cool was to be different, to challenge the status quo, and to embody a new kind of freedom—social, political, and personal.
The Commercialization of Cool: The 1980s and 1990s
As with all things that rise from the underground, “cool” eventually caught the attention of the mainstream. The 1980s and 1990s marked the commercialization of cool, as corporations began to capitalize on the concept. Advertisers and marketers co-opted the language and imagery of coolness to sell everything from sneakers to soda. The cool kids were no longer just rebels without a cause—they were trendsetters with purchasing power.
In this era, “cool” became a commodity, something that could be bought, sold, and displayed. Fashion brands like Nike and Calvin Klein, as well as tech companies like Apple, epitomized this shift. To be cool was to have the right look, the right gadgets, and the right lifestyle—a curated version of authenticity, often defined by the products you consumed.
Generational Interpretations of Coolness: From Gen X to Gen Z
Each generation reinterprets “cool” according to its own experiences, values, and societal context. For Generation X, coolness was rooted in skepticism and irony, a reaction to the excesses of the 1980s. Grunge music, with its anti-fashion aesthetic and raw emotionality, was the soundtrack to this generation’s version of cool.
The Millennials, coming of age in a digital world, embraced a different kind of cool—one that was more about connectivity, innovation, and social consciousness. Coolness became linked to the ability to navigate new technologies, curate an online persona, and engage with global issues. Authenticity, once an underground ideal, became a mainstream expectation, with brands and influencers alike striving to appear “real” in a hyper-mediated world.
Today, Generation Z is redefining cool once again. In a world of climate change, social justice movements, and digital overload, coolness is increasingly associated with activism, sustainability, and mental well-being. To be cool is to care—about the planet, about others, and about yourself. This generation values transparency and inclusivity, often rejecting the polished perfectionism of the past in favour of something messier but more genuine.
Perspectives on Cool: Beyond the Surface
While coolness has often been associated with appearance and attitude, its deeper significance lies in its ability to reflect cultural shifts and societal values. What is considered cool in any given era often tells us more about that society’s hopes, fears, and aspirations than about the surface-level trends.
For some, coolness is about individuality—standing out from the crowd. For others, it’s about belonging—being part of a group that shares your values and aesthetics. Coolness can be performative, a way of signalling your identity to the world, but it can also be deeply personal, a sense of inner confidence and authenticity.
The Future of Cool: Redefining the New Cool
As we project into the future, the definition of “cool” is likely to continue evolving, shaped by the challenges and opportunities of the times. The “new cool” will likely prioritize substance over style, values over aesthetics, and community over individuality.
In a world increasingly focused on sustainability and social responsibility, the “new cool” might be defined by how much you give rather than how much you have. Minimalism, once seen as austere, could become the epitome of cool, reflecting a shift away from consumption and towards conservation.
Technology will undoubtedly play a role in defining the future of cool, but it will likely be a more balanced relationship. As digital natives, future generations might prioritize digital detoxing and mindfulness as cool responses to the hyper-connectivity of their predecessors.
In essence, the “new cool” will be less about following trends and more about creating meaningful, positive change. It will be about embracing diversity, championing inclusivity, and striving for a better, more equitable world.
Conclusion: Coolness Redefined
Coolness has always been a reflection of the times. A mirror that shows us what we value and what we aspire to be. As we move forward, the definition of cool will continue to evolve. But its essence will remain the same: a dynamic, ever-changing concept that speaks to our desire for individuality, authenticity, and connection. The “new cool” will be defined by those who dare to imagine a better future and who inspire others to join them in making it a reality.
