Why Safety Needs Rebranding

In this episode, Mary Conquest speaks with James MacPherson, the straight-talking host of the influential podcast and YouTube channel, ‘Rebranding Safety’, who also recently founded his own consultancy, ‘Risk Fluent’ (with his wife).

In this unrestrained interview (with some colorful language), James leaves Safety professionals with no doubt about how the profession can improve itself.

After describing his journey, he dives straight into his forthright views about Safety’s image problem and the “bickering” about Safety theory.

James is never afraid to challenge traditional approaches to Safety, but he also challenges the ‘labeling’ of alternative views and clearly defines the role he’d like academics to play.

He doesn’t hold back in his damning assessments of Safety Associations and HSE training and shares his concerns about the prevalence and impact of “Trickle-down Safety’.

James completes his passionate appraisal of the Safety world by urging EHS practitioners to embrace AI, focus on critical thinking and calm down!

Find out more about James’ work:

Risk Fluent Ltd - Health, Safety and Culture consultant

His ‘Rebranding Safety’ podcast and Youtube channel:

Rebranding Safety on Apple Podcasts

Rebranding Safety | Podcast on Spotify

Rebranding Safety - YouTube

James highly recommends these other podcasts for Safety practitioners:

The Safety of Work

Podcast - The World of Work Project

Cautionary Tales | Tim Harford

…and the following books:

The Fearless Organization: Creating Psychological Safety in the Workplace for Learning, Innovation, and Growth

By Amy Edmondson

Rebel-Ideas

By Matthew Syed

James MacPherson on LinkedIn:

James MacPherson | LinkedIn

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