Following the death of George Floyd in May 2020, law enforcement engaged in a national conversation that led to changes in training, response, policies, and culture. Fire & EMS are public safety partners with law enforcement but have not engaged in a similar national conversation. The study sought to understand why this conversation is not occurring. Utilizing a qualitative research design, chief fire officers were asked for their perceptions of the social justice movement, its influence on law enforcement, and its potential influence on fire & EMS. Ten chief fire officers, all executive leadership graduates, provided interviews via virtual meeting software. Following a Generic Qualitative Inquiry process, the interviews were recorded and transcribed, then coded into subthemes and themes. Themes included understanding the social justice movement, the lived experiences of participants, social justice influences on public safety services, wide ranging discourse on social justice, the impact of the COVID-19 pandemic, and potential solutions to advance social justice within fire & EMS. These results revealed that chief fire officers are aware of the social justice movement and its potential influence on fire & EMS. Study participants encouraged proactive change to embrace social justice within fire & EMS. Recommendations emerged that include providing training on facilitating difficult conversations and recognizing biases as well as reimagining company officer responsibilities for social justice and creating a focus on community engagement. The study was limited by the small number of participants but provides rich opportunities for future research to advance the profession.