In the rapidly evolving landscape of the IoT, the security of connected devices has become a paramount concern. This paper explores the concept of proactive threat hunting as a pivotal strategy for enhancing the security and sustainability of IoT systems. Proactive threat hunting is an alternative to traditional reactive security measures that analyses IoT networks continuously and in advance to find and eliminate threats before they occure. By improving the security posture of IoT devices this approach significantly contributes to extending IoT operational lifespan and reduces environmental impact. By integrating security metrics similar to the Common Vulnerability Scoring System (CVSS) into consumer platforms, this paper argues that proactive threat hunting can elevate user awareness about the security of IoT devices. This has the potential to impact consumer choices and encourage a security-conscious mindset in both the manufacturing and user communities. Through a comprehensive analysis, this study demonstrates how proactive threat hunting can contribute to the development of a more secure, sustainable, and user-aware IoT ecosystem.