Unconventional superconductors are characterized by various competing ordering phenomena in the normal state, such as antiferromagnetism, charge order, orbital order or nematicity. According to a widespread view, antiferromagnetic fluctuations are the dominant ordering phenomenon in cuprates and Fe based superconductors and are responsible for electron pairing. In contrast, charge order is believed to be subdominant and compete with superconductivity. Here, we argue that fluctuating charge order in the (0,π) direction is a feature shared by the cuprates and the Fe based superconductors alike. Recent data and theoretical models suggest that superconductivity is brought about by charge order excitations independently from spin fluctuations. Thus, quantum fluctuations of charge order may provide an alternative to spin fluctuations as a mechanism of electron pairing in unconventional superconductors.