Ear piercing became commonly available in physician offices. Some of the earliest commercial, non-medical locations for getting an ear piercing appeared in the 1960s at Manhattan jewelry stores, although the overall commercial market was still in its infancy. By the 1970s, ear piercing was common among many females, thus creating a broader market for the procedure. Department stores throughout the country would hold ear piercing events, sponsored by earring manufacturers. At these events, a nurse or other trained person would perform the procedure, either pushing a sharpened and sterilized starter earring through the earlobe by hand, or using an ear-piercing instrument modified from the design used by physicians.

In the late 1960s, ear piercing began to make inroads into the male population through the hippie and gay communities. In the late 1970s, amateur piercings - often with safety pins and multiple piercings - became popular in the punk rock community. By the 1980s, the trend for male popular music performers to have pierced ears helped establish a fashion trend for men, which was later adopted by many professional athletes. British males started piercing both ears in the 1980s; George Michael of Wham! was a prominent example. The heavily jeweled Mr. T was an early example of an American celebrity wearing earrings in both ears, although this trend did not become popular with mainstream American males until the 1990s.

In the latter part of the 20th century, some Americans and Europeans adopted the convention that when a man pierced just one of his ears, it symbolized his being gay. In some circles, it was the left ear, while in others, the right. Men with bilateral ear piercings were relatively rare, and were sometimes interpreted as effeminate or bisexual. However, the convention tended to vary from one region to the next, and was not always followed. Sometimes, men would pierce a particular side to symbolize their preferred role in a relationship (see hanky code), or for personal style preference. Since the early 1990s, it is widely accepted that the right ear piercing plays this role. (bmezine.com).

Multiple piercings in one or both ears first emerged in mainstream America in the 1970s. Initially, the trend was for females to wear a second set of earrings in the earlobes, or for males to double-pierce a single earlobe. Asymmetric styles with more and more piercings became popular, eventually leading to the cartilage piercing trend.

A variety of specialized cartilage piercings have since become popular. These include the tragus piercing, antitragus piercing, rook piercing, industrial piercing, helix piercing, orbital piercing, daith piercing, and conch piercing. In addition, earlobe stretching, while common in primitive cultures for thousands of years, started to appear in Western civilization in the 1990s, and is now a fairly common sight. However, these forms of ear piercing are uncommon compared to standard ear piercing.