From Fear to Responsibility: Changing Attitudes Toward HSE Through the Psychology of Influence

To this day, many companies base their HSE training on intimidation: photos of accident consequences, quotes from the Criminal Code, endless orders, and punishments. But does this work in 2025?

No. A person who is intimidated might comply… but only temporarily. At the first opportunity, they will revert to their old behavior.

Our goal is a sustainable safety culture, not momentary compliance with rules. This is where the psychology of influence comes to the rescue.

Why doesn't fear work?

• It blocks thinking and reduces the ability to analyze.
• It causes resistance and sabotage.
• It prevents the formation of conscious responsibility.

Yet it is awareness and a personal decision to follow standards — that is what truly saves lives.

What works today?

Let's draw inspiration from the principles of Robert Cialdini, the founder of the psychology of influence. He identified 6 universal triggers that can be adapted for HSE. Below are the 3 most effective ones + implementation tools.

1. The Principle of Social Proof

People do what others do.

Tool: "Safe Heroes of the Week Board"

• Every week, choose employees who follow standards perfectly.
• Post their photos and mini-stories on the board, in newsletters, or in a Telegram channel.
• Give them a "title" — informal but meaningful. For example: "Flow Hero", "Quiet Pro", etc.

Effect: employees begin to strive for the "like them" behavior model.

2. The Principle of Authority

We follow those we respect.

Tool: "Safety is the Personal Example of Leadership"

• Managers undergo the same HSE training as their subordinates.
• During briefings, they talk about how they follow the rules themselves.
• They share personal stories: "How I almost paid the price for rushing once."

Effect: the "we can, you can't" barrier is removed. Rules are not a formality, but an internal norm.

3. The Principle of Reciprocity

If you care for me — I care for you.

Tool: "Open Feedback Request"

• Once a month, gather opinions: "What prevents you from following safety rules?"
• Allow anonymous responses and honest discussions.
• React: remove barriers, implement suggestions, and acknowledge contributions.

Effect: the person feels their voice is important — and begins to respond with care themselves.

2 more implementation tips:

1. "Safety is a Choice"

In communications, replace the language of orders with the language of choice:

❌ "Follow instructions"

✅ "Choose to be safe — for yourself and the team"

2. "1 Minute of Safety"

Every morning — 1 short case study, a story via infographics, on screens, boards, or spoken aloud at the briefing.

Idea: a little bit every day, but consistently.

When a person feels respect, involvement, and purpose, they begin to take responsibility for safety themselves.

It's time to stop intimidating.

It's time to start — inspiring.