Many of the problems with carpet are not in the quality of the product but are in the eyes and ears of the consumer. Dr. Michael Berry, perhaps the most respected and certainly the most quoted person of science in our industry said, "Carpet is a sink." Just hearing this graphic analogy could cause a prospective buyer to choose another floor covering.

Quotes like, "Clean that sink" and  "Clean carpet for health's sake" have become the mantra of teachers in the cleaning industry. Unfortunately, much of the good information they teach is passed along to consumers by well-meaning students in the form of negative advertising .

When the news business is slow, reporters revisit Kawasaki syndrome, formaldehyde and the 120 neuro toxic chemicals found in carpet by "Green Nest." Dr. Rosalind Anderson got reams of publicity with her claim that carpet killed her lab mice. Vacuum cleaner hucksters show dust from carpet fouling the air that we breathe. Half-hour long Rug Doctor Infomercials embellish the amount of dirt and germs found in carpet.

With the continual negative litany about carpet no wonder there's a downturn in consumer confidence. Could it be time for a change in strategy?