Business schools face an innovation resistance blind spot despite growing calls from within academic halls and industry practitioners for an increased focus on sustainability. This research explores that blind spot through the lens of a veteran professor and an upstart doctoral student who united to teach a new sustainable marketing course. To benchmark institutional performance, they surveyed students and faculty regarding the perceived importance, curriculum integration, and awareness of sustainability issues. Results exposed alarming gaps, revealing business programs falling behind student priorities and demands. With Gen Z exhibiting rising sustainability concerns, business schools are surprisingly stagnant. While these findings emerged from only one AACSB accredited state institution, similarities across the business education landscape suggest broader relevance and application. Through reflective dialogue, the professor-student duo examines why business schools struggle adapting to meet contemporary sustainability expectations. They probe institutional inertia and cultural paradigms reinforced by faculty socialization. Finally, recommendations are presented for overcoming barriers to change, accelerating innovation, and better serving students and society. This study aims to spur self-evaluation and swift action in business schools to address the sustainability blind spot laid bare before dreams for progress are deferred.