In this transcendental phenomenological study and related data analysis (Creswell & Poth, 2018; Moustakas, 1994), authors explored school counselor educators' perceptions regarding recent changes in the profession. Through six focus groups, participants (n = 29) shared their experience, resulting in four themes: (a) range of reactions to changes in the field; (b) school counseling is less valued in the counseling profession; (c) inconsistent school counselor educator identity; (d) ardent advocacy. Authors discuss implications for school counselor preparation, identity, policy, and advocacy within an ecological framework and the need for additional national and international research.