We revise the electronic and optical properties of ZnS on the basis of first principles simulations, in view of novel routes for optoelectronic and photonic devices, such as transparent conductors and plasmonic applications. In particular, we consider doping effects, as induced by Al and Cu. It is shown that doping ZnS with Al imparts a n-character and allows for a plasmonic activity in the mid-IR that can be exploited for IR metamaterials, while Cu doping induces a spin dependent p-type character to the ZnS host, opening the way to the engineering of transparent p-n junctions, p-type transparent conductive materials and spintronic applications. The possibility of promoting the wurtzite lattice, presenting a different symmetry with respect to the most stable and common zincblende structure, is explored. Homo- and heterojunctions to twin ZnO are discussed as a possible route to transparent metamaterial devices for communications and energy.