Based off of what reasoning? It's not like C is any faster or more efficient than Rust or C++. Heck you can often go faster in C++/Rust than you can in C thanks to the ease of using abstractions that just make things go-faster for you automatically (such as SSO in things like strings, or constexpr for compile-time resolution).
The embedded world isn't using C because it's a good fit, they are using it because of legacy inertia and lack of motivation to move to anything else. IoT is starting to change that, as all those C memory vulnerability issues turn into product support costs.
And also realistically embedded isn't even restricted to C already. Very popular microcontrollers like the esp8266 or esp32 also have javascript runtimes.