Membership of the BACD and dental care excellence
Luke Hutchins, BACD President, explains the different generational perceptions of cosmetic dentistry, and how BACD education can help meet the demand.
Dentistry has come a long way in cosmetic terms. There has been an increasing interest in orthodontics, with internet searches for ‘invisible’ aligners up by around 75% in the last five years. Modern society places an increased value on physical appearance, pushing people towards asking for cosmetic dental procedures that complement facial beauty. Even so, generational expectations and preferences for aesthetic dentistry can vary.
Baby Boomers, those born between 1946 and 1964, grew up in a time before aesthetic dentistry was as advanced as it is today, a time when dental care was primarily focused on basic oral health rather than cosmetic enhancements. As a result, they may view cosmetic dentistry as a luxury rather than a necessity and remain more motivated by maintaining their overall dental health or restoring dental function than improving their smile.
Generation X, born between the mid-1960s and early 1980s, witnessed the rise of aesthetic treatments. They saw the introduction of tooth-coloured restorations, which allowed for more natural-looking outcomes. As a result, this generation tends to want a smile that looks attractive and youthful, and they are more open to the idea of – and have higher expectations for the outcomes of – cosmetic dentistry.
Millennials, those born between the early 1980s and mid-1990s, grew up in the early digital age. This group is noted for their interest in self-image and appearance, and social media platforms such as Instagram have contributed to the surge in their search for a perfect smile, making them more proactive in seeking cosmetic dentistry.
Gen Z, born between the mid-1990s and early 2010s, is the first generation to have grown up entirely in the digital era. They are well-informed and highly influenced by social media platforms and celebrity culture. Gen Z has nurtured an even higher level of concern about their appearance. In fact, two-thirds of Gen Z employees feel judged and have received unwanted comments about their appearance from colleagues
This group values aesthetics more than any previous generation, and they are eager to obtain the perfect smile. Thanks to their easy access to online information and a heightened focus on their personal image they are more likely to pursue cosmetic dentistry treatments at a younger age.
It is widely recognised that cosmetic treatments such as teeth whitening, orthodontics and minimal-prep veneers are growing in popularity. A 2020 survey found that 22% of British respondents would get their teeth professionally whitened, with a further 10% reporting that they definitely would or that they already had. In the youngest age group – 18 to 24 years of age (Gen Z), 40% of respondents reported that they probably would whiten their teeth.
According to a recent study, one third of under 35s have had a cosmetic dental procedure or treatment in the last 12 months, spending an average of £3,677. Amongst those aged 24-34, one in 10 has spent £25,000 or more.
Right across all the generations, from Boomers to Gen Z, the one thing they have in common is that everyone prefers to visit a dental practice/dentist that has been recommended to them or have good reviews, which is something you might consider in order to reach new patients and expand your business.
How you request and record patient reviews will depend on your current and target patient demographic – perhaps using social media for younger patients and referral cards that older visitors can give to their family and friends. To help ensure these reviews are always positive and complimentary, it’s essential to ensure that the cosmetic dental treatments being delivered are ethical, high-quality and with a predictable successful outcome.
This is achievable through professional education, training and support. Membership of the British Academy of Cosmetic Dentistry (BACD) provides all this and more, leading you towards the successful delivery of exceptional cosmetic dentistry to patients of all ages.
To take your skills to the next level, you might even consider completing the BACD Accreditation programme, which recognises clinical excellence in a comprehensive range of relevant topics from smile makeovers to indirect shade matching, minimally-invasive techniques and complex whitening.
For more information about the BACD, visit www.bacd.com
