Werner Braun: Industry will get the facts at trade show

Published 9:00 am Friday, January 21, 2011

Have you ever been in a conversation with a salesperson when all you want to say is “Just the facts, please? Don’t waste my time with your sweet talk or exaggerated tales of why I should buy something. Just tell me the facts of what makes this product outstanding and worth my pennies.”

For the past few years I’ve had the opportunity to share “just the facts” about carpet at a national floorcovering event called Surfaces. It’s the leading floorcovering industry event that brings together thousands of retailers, distributors, installers, designers and home builders for three days of face-to-face networking, education and product sourcing.

Surfaces is the first industry event of the year, making it an “unveiling” of the newest and most innovative products, tools and technologies in floorcovering before they hit the market.

In 2011, this mega event will feature the most extensive display of floorcovering, natural stone products and educational offerings in the entire flooring world. And as a part of that world, I have the privilege of sharing just the facts about the Carpet and Rug Institute (CRI) to others.

Our mission for CRI is simple: to position ourselves as the source for science-based information on soft floorcoverings to our customer advocates and consensus builders.

By surveying customers, we identify key issues, set goals, re-survey and then adjust our key issues, goals and marketing plans to better present our customers and the carpet industry with “the facts” and solutions that help move our industry forward. These facts solve the many myths that surround carpet.

The carpet industry addresses issues such as cleaning and maintenance, asthma and allergy, sustainability, volatile organic chemicals, standards and specifications, international involvement and installation.

I have been asked to make a presentation at Surfaces and debunking the myths about carpet is a large part of what I will be talking about.   

Myth No. 1: Carpet aggravates asthma and allergy. The weight of evidence does not support a link between carpet and asthma and allergy symptoms, even though some health care providers believe there is an association. In fact, clean, dry, well-maintained carpet actually improves indoor air quality.

Researcher and toxicology expert Mitchell Sauerhoff (doctorate and diplomate of the American Board of Toxicology) reviewed 23 U.S. and international scientific studies and concluded in “Carpet, Asthma and Allergies — Myth or Reality” that carpet’s alleged negative characteristics are not consistent with current research. In fact, he concludes that the literature on carpet and asthma and allergies confirms that children and adults living with carpet do not have an increased incidence of asthma or allergy.

Myth No. 2 is tied into No. 1: Carpet can’t be cleaned and maintained (thus causing allergies and asthma). Through proper maintenance and cleaning with Seal of Approval (SOA) cleaning solutions and vacuums, a carpeted home provides a clean and healthy environment, as well as a cozy atmosphere!

And last, but not least, Myth No. 3: Carpet is not environmentally  friendly. As consumers become more interested in environmental sustainability, green building practices are becoming more important as a lasting trend. Schools, health care facilities, businesses and public facilities recognize the benefits of building green, and governmental entities are even passing laws to mandate future green construction of public and private buildings.

Carpet, carpet pads and carpet adhesives contribute to green building in two important ways, by helping reduce volatile organic compounds (VOCs) and emissions, and contributing to the growing use of recycled content for building materials.

We’ve heard these myths time and time again, and it never gets old defending the floorcovering choice that provides comfort, warmth and a little pizzazz to any business or home. By the end of Surfaces in Las Vegas next week, I’ll make sure all participants know that building a future on “just the facts” and providing nothing but honest carpet information remains the industry’s main priority.

Werner Braun is president of the Dalton-based Carpet and Rug Institute.