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It has been an honor and inspiration to serve as coeditors for this special issue of the Journal of Public Policy & Marketing (JPP&M) on Transformative Consumer Research (TCR). In this editorial, we aim to provide some background on the TCR movement and position it within a broader emerging theme that envisions “Marketing as a Force for Good” in a more sustainable world. To operationalize this vision of sustainability, we propose that marketing scholars pay (more) attention to the United Nations’ 17 Sustainable Development Goals. We conclude by illustrating how the articles in this special issue, as well as the work in JPP&M in general, are directly related to these truly essential goals.