For people weighing options to straighten their smiles, metal takes the crown.

What society knows today as traditional, fixed orthodontic braces entered the scene in the 1970s, which brought the wider use of stainless steel and dental adhesive to bond brackets to teeth and have wires exert pressure to shift teeth around.¹

Traditionally, braces are seen on the faces of children and teenagers (with recommended ages for treatment between 9 and 14).² However, adults now make up around a third (32%) of people getting orthodontic treatment in the U.S. and Canada — which has risen more than 40% in the last decade.³

Adults may have brought more attention to their upfront looks during the “Zoom boom” of remote working in the early 2020s.⁴ As people may feel more stable with their money further on in their careers, they could have more financial cushion to spend on dental work. Compared to previous generations, today’s Baby Boomers are seeing their natural teeth last longer thanks to advances in dental technology and approaches, so perfecting their smile can be a worthwhile investment even in adulthood.⁵

Although having braces may have been associated with awkwardness in prior decades, metal braces are now being embraced as an outward sign of personal progress — in terms of both beauty and finances.

More visibility is a good thing

The average cost of orthodontic treatment — which can include braces — can run between $5,000 and $6,000. The materials and style choice can affect the price, with metal braces usually being the least costly.⁶ Alternative options include:⁷

• Ceramic braces, which are less noticeable because the brackets and wires are close to teeth’s natural color

• Lingual braces, which are placed on the backside of teeth rather than the front

• Clear aligners, which are a series of removable plastic trays that help shift teeth

As smiles become more public in the age of social media, the permanence of braces on teeth can make a lasting impression. Online influencers have documented their journeys getting metal braces, and sellers offer jewels and decals to customize the look on a whim.⁸

Empower research finds that one in five Millennials (22%) and Gen Zers (21%) get anxious comparing themselves to others, including scrolling through social media (32% of Gen Z and 20% of Millennials).

Read more: Influenced: How persuasion powers purchasing decisions

The perception of having a smile that’s a “work in progress” can be enough of a motivator to build confidence and stay on track with goals: For 1 in 5 younger generations (Gen Zers and Millennials 19%) a secret to success is “fake it ‘til you make it,” according to another Empower report.

Covering the costs

Metal braces can also be a public-facing signal that people are investing in their health. In 2023, dental expenditures in the U.S. rose 2.5% year over year, to $174 billion, accounting for more than 3% of overall health spending.⁹

Dental insurance has been one way people have been able to afford such services. A record 293 million Americans — or about 88% of the population — had dental coverage as of the end of 2022, via employer-sponsored or other group plans, individual plans, or public benefits.¹⁰

Empower research reveals how having dental coverage as an employee is important to the workplace experience:

• Dental care is among the most important benefits for 53% of people.

• 35% of Millennials (27% of people overall) enroll in the least expensive plan option regardless of what the plans offer.

• Nearly half (48%) want to see a side-by-side comparison of plans and benefits.

These takeaways can be relevant for those considering metal braces, since orthodontic coverage is not always included in all levels of dental insurance plans.¹¹

Across the health space, dental services can be harder to come by, with or without insurance: In 2023, 13% of the population reported cost barriers to dental care, compared to just 4%-5% for other healthcare services.¹²

Help with payments can come in the form of another employee benefit: medical flexible spending accounts, which allow workers to set aside pre-tax money to earmark for specific expenses. About 47% of private workers and 72% of state and federal workers were able to access employer-sponsored healthcare FSAs in 2024.

Read more: Medical FSAs: ‘Use it or lose it’ time is here

Getting into gear

The process of getting metal braces typically starts with an orthodontist, a dentist focused on straightening teeth. Across the country, there were around 6,400 orthodontists working as of May 2023, making an average of $243,620 in annual wages. The West Coast took the top spot for this specialty, with more than 1,000 employed in California.¹³

As people use metal braces to adjust their smiles, it can bring new meaning to putting their best face forward.