This article examines why and how Transformative Consumer Research (TCR) can become a relevant perspective in doctoral programs. The article draws selectively from studies published in consumer behaviour, marketing, and marketing education that theoretically or empirically address this topic. It discusses the meaning and background of TCR together with reasons for its adoption within doctoral programs. It then briefly outlines current practices in doctoral programs in marketing and their main limitations. Finally, a proposal for integrating TCR in doctoral programs is presented, highlighting specific actions to implement it.