I'm mainly a freerider, so I get my kick from powerful natural turns and the progression of going faster and faster, bigger and bigger. Open road or bowls, all the same to me.
Since I slam so often and so hard, if I didn't wear pads, I would've died several times over and wouldn't be able to continue playing on my skateboard. It would just be too impractical.
Half shell helmet and full pads at a minimum. Sometimes a spine protector, crash shorts, mouthguard, full face helmet, goggles, or a leather suit. Fuck, even sunscreen.
I've only really met a few skaters with similar interests and personalities. Everyone suits up. Probably wouldn't let someone ride with us if they showed up to a session without a helmet.
And for those days I just wanna slap a parking block around or putter the street section, hell yeah I'm still in a helmet, because now that's how my momentum is trained.
But as to your question for why people aren't wearing pads - it's not primarily driven by them thinking it's uncool. It's that safety gear is expensive, so they prioritize buying other stuff first. If someone else buys them a helmet, they'll likely start wearing it. Or they think they just aren't going that hard, so they don't think they need it. Or they are just kind of apathetic towards pads for any other reason.