6 Reasons Why ‘Zero Accidents’ Isn’t the Ultimate Safety Slogan

When I visit a client’s worksite, it’s not uncommon to see “zero accidents” signage displayed showcasing the number of days since the last incident. I understand the intention to signal the company’s commitment to safety but it’s not always interpreted that way by the workers.
Here are six reasons why this message can be easily misinterpreted by employees and cause more harm than good.
1. It creates pressure.
A “zero accidents” goal may put pressure on workers and supervisors to achieve perfection, which is unrealistic in complex work environments. This pressure can lead to stress and burnout.
2. It discourages incident reporting.
When companies emphasize “zero accidents,” workers may fear reporting injuries or near misses, worried they’ll “ruin” the goal. This leads to underreporting, which can prevent the company from identifying and addressing risks effectively.

3. It encourages blame.
If an accident does occur, the focus may shift to who is to blame for screwing up the record rather than understanding and addressing the root causes. This ineffective, reactive approach stifles the learning process necessary to prevent future incidents.
4. It overlooks leading indicators.
A “zero accidents” focus can steer attention toward lagging indicators, such as injury rates, rather than leading indicators like near-miss reporting, safety audits and inspections, and preventative maintenance. These proactive measures are important to building a safer workplace.
5. It creates a false sense of security
If an organization achieves “zero accidents” for some time, it might develop a false sense of security, assuming everything is safe. This complacency can lead to overlooking emerging risks or underlying issues that could cause serious incidents in the future without root cause analysis.
6. It ignores the reality of human error.
Everybody makes mistakes! All of us make small errors every single day – some we are aware of and some are unintentional. A “zero accidents” message may imply that perfection is possible, which doesn’t account for the complexities of human behavior and the workplace.

Better Safety Slogans
Instead of focusing on “zero accidents,” organizations can shift to safety slogans like:
- “Continuous Improvement in Safety”: Emphasizing ongoing efforts to identify and reduce risks.
- “Zero Harm”: Promoting the idea of minimizing harm through proactive safety measures while acknowledging the complexity of workplace dynamics. Unlike “zero accidents,” which is often a metric, zero harm is a value-driven initiative embedded in the organization’s culture, where every decision is made with safety at the forefront.
- “Building a Strong Safety Culture”: Prioritizing learning, reporting, accountability, and proactive hazard management.
This reframing encourages open communication, supports learning from mistakes, and supports a sustainable safety culture without creating fear or unrealistic expectations. What other slogans do you think would send a better message? Leave them in the comments below.
Learn More About Elements of a Strong Safety Culture
What I’ve learned from networking with safety professionals across industries has opened my eyes to the challenges and sparked awesome discussions on how to solve them. One conference where networking is the Global TapRooT® Summit. This event is designed to foster meaningful interactions, whether through structured breakout sessions, panel discussions, or informal gatherings like networking lunches and the evening reception.
Summit attendees can exchange ideas, share experiences, and discuss challenges with peers, industry leaders, and safety experts. Building these connections not only broadens perspectives but also creates a supportive community that professionals can turn to for advice, collaboration, and inspiration long after the conference ends. By prioritizing networking, this conference ensures that attendees leave with valuable relationships and actionable insights to enhance their practices.