The Metaverse is becoming ubiquitous and unlocking new opportunities every day. As the Metaverse expands, companies are leveraging information technology to broaden their service networks and create value for consumers. However, businesses must monitor and assess their sustainability strategies and their impact on the planet in the context of metaverse technologies. This study explores the role of brands and consumers in promoting sustainability in the Metaverse to provide a constructive discussion on the issue. In particular, it examines how brands can achieve business sustainability by considering the environmental, social, and economic implications for society. It reviews scholarly work and articles to investigate the current strategies and directions incorporated by businesses and consumers. This study concludes by presenting the potential benefits of a sustainable metaverse for both brands and consumers. It also provides insightful perspectives for businesses, governments, and stakeholders on how to best harness the Metaverse to the advantage of their consumers and the environment.