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’.