If human beings had genuine courage, they’d wear their costumes every day of the year, not just on Halloween.

Coupland’s line treats Halloween as a socially sanctioned exception to everyday self-presentation: one night when people can adopt alter egos without penalty. By saying “genuine courage” would mean wearing costumes year-round, he reframes courage as the willingness to display one’s inner identity, fantasies, or nonconformity openly rather than hiding behind conventional roles. The quote also critiques how modern life rewards conformity—people may feel safest performing acceptable “costumes” (jobs, manners, brands) while reserving more honest or playful selves for special occasions. In that sense, the costume becomes a metaphor for authenticity: bravery is not the mask, but the refusal to need permission to be different.