Youth service has a branding problem because of a lack of shared understanding about what youth service is and its value to young people today. This is clear from our wide-ranging interviews and surveys with students, parents, school staff, and teachers, and from researching social impact superstars. A cornerstone of Service Academy is the learnings we glean from ongoing research and conversations about youth service. Our research will focus on advancing a shared understanding of the role and purpose of youth service. With that, we can create a larger, more efficient youth service marketplace with meaningful support structures and social rewards.