The public, employers, students, and those in allied professions have differing impressions of what urban forestry is, what an urban forester knows, and what the role of urban foresters will be in urban communities of the future. These perceptions influence who enters into an urban forestry career, when we make use of urban forestry expertise, and how we interpret various types of education, certifications, and credentials. These issues are complex, but have significant influence on the future of urban forestry. There is no easy solution to the many challenges facing the profession, but Urban Forestry 2020 can provide a solid research foundation for strategic action. Urban Forestry 2020 aims to support a consensus-building framework where urban foresters, their national and regional organizations, and other stakeholders can work to strengthen and guide the urban forestry profession for the benefit of society.