Counseling and educational reform have been responsive to major societal change. This evolution is also reflected in counselor preparation. We examined changes in the Council for Accreditation of Counseling and Related Educational Programs (CACREP) school counselor preparation standards over four decades in the United States. Constant comparative analysis revealed substantial increases in school counselor preparation demands from 1982 to 2016. Data suggest persistent increases in the array and breadth of competency-based standards, including emergent foci (e.g., crisis response, addiction). Future considerations around school counselor identity, expectations and professional collaboration in school counselor preparation are considered.