A new fact sheet on traffic fatalities brings some mixed news on distraction-related safety outcomes. It reveals optimistic top-line numbers while highlighting several underlying concerns about drivers and distraction. Importantly, it underscores how much work still needs to be done to combat the dangers of distracted driving.
Statistics of mass distraction
First, the good news. The fact sheet, authored by the Traffic Injury Research Foundation (TIRF), says that distraction-related deaths on the road decreased from 458 fatalities in 2000 to 359 in 2021. But these positive results come with a caveat. The report notes that “the number of distraction-related fatalities has declined more slowly than the number of non-distraction-related fatalities.”
More concerningly, while the number of fatalities has declined, the rate of distraction-related fatalities rose from 19.1% in 2000 to 28.8% in 2021. That’s almost a 10% rate increase in fatal roadway incidents involving distraction. Furthermore, this increase can’t be pinned to a single demographic.
Distracted driving and roadway fatalities are often chalked up as an issue with more youthful drivers, but TIRF’s traffic fatalities fact sheet suggests that the issue is much more complicated. According to TIRF, distracted driving kills drivers of all ages. In fact, for both young drivers (ages 16–19) and older drivers (ages 65+), over 20% of total driving fatalities are distraction-related.
And it’s worth noting that while the fact sheet is focused on Canadian roadway fatalities, distracted driving is an issue that affects people around the world. Most notably, distracted driving is a more common issue than ever before in the United States, killing thousands of people and causing over a quarter-million incidents every year. Distracted driving is an indiscriminate hazard.
Distracted driving kills more than just the drivers
The fact sheet also points out that “non-distracted victims are more likely to be killed in distracted driving collisions than distracted road users.” This means that other drivers, cyclists and pedestrians who might otherwise diligently avoid distraction are nonetheless at risk of being killed by a distracted driver. All told, it’s clear that distracted driving is a widespread social concern rather than an issue of individual safety.
The President and CEO of TIRF, Robyn Roberston, recently joined the SafeTalk safety podcast to discuss the issue. In an episode called “Driving Distractions: Turning Highways into Fortresses of Focus”, Robertson discusses the many factors fueling the increase in the proportion of distracted driving fatalities.
Robertson says that smartphones play a role in distracted driving deaths but they’re hardly the only contributing issue. Vehicle design can also lead to fatalities on the road, and so can our brain’s natural habits. The whole episode is a fascinating look at why distracted driving is such a pernicious problem and why it can be so challenging to mitigate distraction behind the wheel.
How to fight distraction 24/7
As a safety professional, the TIRF fact sheet is a good opportunity to re-evaluate your driving safety initiatives. Even though most driving-related fatalities occur outside the workplace, safety interventions can have a dramatic impact on off-the-job injury outcomes. And employees who stay safe at home are more likely to show up on the job healthy and ready to work. This is among the reasons why it’s so important to discuss off-the-job safety topics in the workplace and why there’s a direct connection between workplace driving safety and off-the-job driving fatalities.
It’s never a bad time to conduct an anti-distracted driving campaign to help reinforce the need for employees to stay safe behind the wheel. As you do so, don’t forget Robertson’s insight that distracted driving isn’t simply an issue with cellphones. Structural issues with cars and road design matter, and any workplace distracted driving interventions should take a holistic approach that addresses these concerns.
Human factors are another major and unavoidable contributor to all sorts of transportation issues, from flying to driving. A comprehensive anti-distraction effort should include discussions of human factors like rushing and frustration, which can contribute to distraction.
Addressing human factors for safer roads
Distraction is a notable human factor in its own right, and effectively curtailing it requires a dedicated effort. This can include everything from human factors training that educates workers on how to recognize and respond to distraction, to training supervisors to be more conscious of human factors and other safety issues.
As Ward Vanlaar, TIRF’s COO, says, “General messages may be falling on deaf ears, particularly if people don’t recognize they are distracted.” This makes a good human factors education program even more vital, as it can help workers understand the degree to which they can be affected by distraction. This will make employees much more receptive to learning anti-distraction skills and then making use of those skills when they are most likely to be influenced by distraction and other human factors.
The TIRF fact sheet is a good reminder that distraction is never static, and if left unchecked, distracted driving is likely to continue to grow as a problem. TIRF’s organizational mission is to increase education and awareness in order to reduce driving-related deaths, and safety professionals can follow their example. By proactively educating workers on the dangers of distracted driving—and sustainably introducing human factors training—you can play your part in keeping people safer on the roads.