Today, wigs are worn by many on a daily or occasional basis as a matter of convenience as they can be styled ahead of time and then worn when there is not sufficient time to style one's own hair. They are also worn by individuals who are experiencing hair loss due to medical reasons (most commonly cancer patients who are undergoing chemotherapy or those who are suffering from alopecia areata). In men, the most common cause of baldness is "male-pattern baldness" and this is probably the most common reason for wig-wearing in this group. The post-menopausal diffuse baldness of women, while more common than generally realized, is usually not severe enough to warrant the wearing of a wig.

A number of celebrities, including Dolly Parton and Raquel Welch have popularized wigs. Cher has worn all kinds of wigs in the last 40 years- from blonde to black, and curly to straight. They may also be worn for fun as part of fancy dress (costume wearing), when they can be of outlandish colour or made from tinsel. They are quite common at Halloween, when "rubber wigs" (solid bald cap-like hats, shaped like hair), are sold at some stores.

In Britain and most Commonwealth nations, special wigs are also worn by barristers, judges, and certain parliamentary and municipal or civic officials as a symbol of the office. The original purpose of the legal wig was said to provide a form of anonymity and safety (i.e. disguise). Today, Hong Kong barristers and judges continue to wear wigs as part of court dress as an influence from their former jurisdiction of the Commonwealth of Nations. In July 2007, judges in New South Wales, Australia voted to discontinue to wearing of wigs in the NSW Court of Appeal. [2] New Zealand lawyers and judges have ceased to wear wigs except for special ceremonial occasions such as openings of Parliament or the calling of newly qualified barristers to the bar.

In Jidaigeki, a genre of film and television, wigs are used extensively to alter the cast's hair styles to reflect the Edo Period when most stories take place. Only a few starring in big-budgeted films and television series will grow his or her hair so that it could be cut to a proper hair style instead of using a wig.

Another use seen in modern day society is for men who crossdress as women, wigs are used to make the men have more feminine hair in all sorts of styles, they wear this along with other 'female' clothing.

Orthodox Jewish religious law (Halakha) requires married women to cover her hair for reasons of modesty. Some women wear wigs, known as a sheitel, for this purpose.