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The purpose of this paper is to describe a study of the successful application of the theory of constraints (TOC) to a manufacturing plant operations problem. The TOC application required the identification of a bottleneck constraint in the manufacturing process which limited through‐put and thus negatively affected plant productivity and efficiency.

The methodology used was a detailed case study of the bottleneck in the manufacturing process. The bottleneck in this case was the mold‐changing operations, consisting of a plastic injection process for heavy‐duty truck‐lighting systems components.

It was found that to eliminate the bottleneck four separate solution approaches were applied to the problem, and these four solutions collectively eliminated the bottleneck constraint.

The limitation of this approach is that the application of the TOC method is highly specific to the particular operation.

On completion of the study the mold‐changing process improvements resulted in increased through‐put and concomitant improvements in productivity and efficiency in the heavy‐duty truck‐lighting systems plant.

Seeking ways towards a sustainable future is the most dominant socio-political challenge of our time. Marketing should have a crucial role to play in leading research and impact in sustainability, yet it is limited by relying on cognitive behavioural theories rooted in the 1970s, which have proved to have little bearing on actual behaviour. This paper aims to interrogate why marketing is failing to address the challenge of sustainability and identify alternative approaches.

The constraint in theoretical development contextualises the problem, followed by a focus on four key themes to promote theory development: developing sustainable people; models of alternative consumption; building towards sustainable marketplaces; and theoretical domains for the future. These themes were developed and refined during the 2018 Academy of Marketing workshop on seeking sustainable futures. MacInnis’s (2011) framework for conceptual contributions in marketing provides the narrative thread and structure.

The current state of play is explicated, combining the four themes and MacInnis’s framework to identify the failures and gaps in extant approaches to the field.

This paper sets a new research agenda for the marketing discipline in quest for sustainable futures in marketing and consumer research.

Approaches are proposed which will allow the transformation of the dominant socio-economic systems towards a model capable of promoting a sustainable future.

The paper provides thought leadership in marketing and sustainability as befits the special issue, by moving beyond the description of the problem to making a conceptual contribution and setting a research agenda for the future.