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Criteria for evaluating behavior support programs are changing. Consumer-based educational and behavioral programs, such as School-Wide Positive Behavior Support (SWPBS), are particularly influenced by consumer opinion. Unfortunately, the need for and use of social validity measures have not received adequate attention in the empirical literature related to these increasingly utilized behavioral programs. The purpose of this article is to illustrate the importance of social validity and to present an in-depth discussion of its history, merits, and practical applications relevant to the expanded scope of Positive Behavior Intervention and Support, specifically, SWPBS. In addition, the importance of social validity in bridging the gap between research and practice is discussed; current limitations are noted; and suggestions are made for future direction regarding this critical area of assessment.Keywords social validity, positive behavior support, school-wide positive behavior support, contextual fit, buy-in Article