According to a recent study in the Journal of Marketing Communications, men with beards look more credible than those without (story here).  The study wasn’t exactly extensive, but it showed some models endorsing products while clean shaven, and then the same guys doing the same with beards.  The bearded version were deemed more trustworthy — at least when it was well-trimmed.

I’ve been sporting a short beard for a few months now.  Now I get why everyone keeps asking my opinion all the time, responds more positively to my sermons, and is pushing me to become a notary.  Not really.  Actually, I’ve enjoyed more of the slightly counter-culture aspect of the beard (ok, small steps, I still tuck in my shirt at work).

My hunch is that societal opinions of beards wax and wane with the times.  I read an article a while back that analyzed the goatees of the “new evangelical” leaders, and concluded they signified, in part, their individualistic stands if I remember right (I lost the link, sorry).

To be honest, by the time my fashion sense has caught up to the cool thing, the thing usually changes.  I was a slow adoptee of cargo shorts in high school — never thought they’d catch on.  I thought grey and khaki was a fashion faux pas for years after it was styling.  And don’t even get me started on flat front pants.

I find studies like this beard one very intriguing, as they point to our stereotypes.  Often, the results are more distressing — when the studies look at our perceptions of race, or weight, or gender.  We are a culture that judges, quickly, by sight.  And then our actions reflect our snap judgements.

But, at the end of the day, this study is playful and, as it benefits me, is brilliant.  So, hopefully, this beard thing will be cool for a while.  Heck, I say it will be.  Trust me.