WHO AMERICANS THINK IS COOL

Summary from the TLDR Marketing newsletter

56% of Americans say they are at least somewhat cool, including 16% who say very cool. Younger adults and Black Americans are more likely to feel this way, with 65% of those under 30 and 79% of Black Americans saying they are cool. Parents also rate themselves higher, with 64% of those with kids under 18 saying they are cool versus 54% of non-parents. Still, 74% say being cool is not important, and many think others care more than they do. Americans also rate themselves cooler now than in high school, at 56% vs 43%. When it comes to what is cool, most favor traditional interests like science at 87% and reading at 81%, while fewer see things like marijuana at 35% or sports betting at 25% as cool.