I wrote the original text of this article almost 20 years ago. A lot is being written and said these days about lost market share for carpeting as a floor covering of choice. Questions and concerns about the relative “cleanability” of carpeting have been brought up as one of the primary motivators behind the Carpet and Rug Institute’s Seal of Approval (SOA) Program for carpet cleaning equipment, systems, and chemical solutions.

Intelligent carpet cleaners have long ago realized that they need to consider cleaning and maintaining all the floor surfaces that they have traditionally just dragged their carpet cleaning hoses across – tile, stone, and wood. They also know the increased market share for these hard surface floors have directly led to a huge increase in the amount of oriental rugs and investment textiles and have adjusted their technical knowledge and marketing strategies to take advantage of that.

None of that diminishes the fact that carpet is still a wonderful floor covering. In a commercial environment, anyone who has ever had to strip and wax and properly maintain vinyl composition tile laughs at the idea that carpet is hard to maintain. Advances in extraction equipment, low moisture encapsulation systems, and cleaning chemicals themselves have made carpet cleaning more efficient than ever before.

So in all the discussion about the SOA program and the diversification to include the cleaning and maintenance of other or all floor coverings, let’s not forget to return to the basics of what for many of us is still our one true “love” when it comes to floor coverings – carpeting. Whether you agree or disagree with industry leadership about programs and campaigns, the fact remains that much of our well being as carpet cleaners is directly tied to a thriving carpet industry. When properly analyzed, there are still (and always have been) tremendous benefits to carpeting that need to be “shouted from the mountaintop.”

1. Appearance- Carpet makes a room look better and it adds to the décor. Using color, patterns, and pile heights, you can create just the image you want for your home or business.  Carpet fits into an indoor environment without having to dominate it.
2. Style – Color and appearance are part of how a décor is “fulfilled,” but carpet also can make a statement more deep than appearance.  It can match a style.  Through different fibers, different denier, different face weights, different pile heights, carpet truly can make a statement about a home or business.  It allows individual or corporate expression.
3. Insulation – Carpet can help save energy. It is an important contributor to the insulation of the indoor environment.  Ever gotten up in the morning and had to walk with your bare feet on a cold, hard floor?  Carpet really does help keep the warm in, but just as importantly creates a psychological impression that the room is warm. 
4. “Feel” – Have you ever tried to “curl up” in front of the fireplace on a hard surface floor?  Carpet feels so good. It’s soft, it’s easier on the feet, and it provides a “softer feel” to the whole indoor environment.
5. Acoustics – Carpet eliminates the echo chamber effect. It collects and dampens noise. It absorbs sound and creates a quiet, more controlled, peaceful atmosphere.
6. Safety – Everyone reading this article has at one time or another slipped on a hard surface floor.  Try to slip on a carpet. It’s hard to do.  Carpet provides a safety barrier that just can’t be ignored, especially in a commercial environment.  Besides, if someone does trip and fall, a carpet is a lot softer place to land than a hard floor.
7. Professional Image – Carpet makes a statement about a home or company’s image. It provides a formal, warm contribution to the indoor environment.
8.  “Concealability” – Carpet is made to hide and conceal dirt, soil, and other spilled and tracked materials better than other floor covering alternatives. The construction of carpet fiber allows it to conceal soil and spills. Other floor covering alternatives require immediate maintenance when soil is tracked or liquid is spilled.
9. “Cleanability” – One of the most frustrating things a conscientious professional carpet cleaner hears, is from people who think carpet is more expensive or more difficult to maintain than hard surface floors.  Anyone who has ever been responsible for the professional upkeep of a tile, stone or hardwood floor knows that is not the case.  Equipment, chemicals, systems and training are available that make a carpet easy to maintain installed in all types of indoor environments. Add to the fact that carpet cleaning can be both by interim maintenance “appearance” methods for the short run (such as low moisture encapsulation cleaning) as well as restorative methods for appearance, “wearability”, and health, in the longer run (truck mounted hot water extraction cleaning).  Carpet can be maintained at an excellent appearance and make positive contributions to overall indoor environmental quality.
10. Collection And Filtration Center – Carpet acts as a filter in the indoor environment. It filters airborne soiling and pollutants from the airspace.  That is a major advantage of carpeting.  No other home or business furnishing does a better job of collecting and filtering soil and pollutants whereby they can be properly and completely removed and taken away by periodic professional hot water extraction cleaning.  Carpet prevents the migration of pollutants and bio-contaminants throughout the indoor environment.  All types of hard surface floors do not. Carpet is a positive indoor filter and collection center.  When properly maintained by professional hot water extraction cleaning, it contributes to a healthier indoor environment.

One could argue that the carpet manufacturing industry is now paying a price in lost market share for establishing unrealistic expectations for the performance of carpeting in its ability to resist stains and withstand soil. Some marketers seemed obsessed with lengthening so called “stain resistant” warranties to unprecedented levels in an effort to create a competitive advantage. Their barrage of magazine ads and commercials with Mrs. Jones wiping up the worst spill with a “magic” sponge may have not represented the whole truth in how stain and soil resistant technology really performed. The truth may be though that in the mad rush to out-do each other with longer and longer warranties and more and more concentration on technology, they neglected to remember the real motivation that most had when purchasing carpet – color, style, match, feel, and warmth. The Carpet and Rug Institute tried to convey this in the short lived television campaign a few years back – “Carpet – It Just Feels Better.” For whatever reason, the powers that be at the mills pulled the plug on that campaign. Thank goodness many of the carpeting ads you see nowadays really do reflect on many of the benefits carpet has in addition to advances in stain and soil resistant technology.

Source: Carpeting Makes Positive Contributions to the Indoor Environment. The Benefite of Carpeting for Home or Business. D. Bloss, June 2007