The latest statistics suggest that the UK road network is not becoming any safer with fatalities broadly returning to pre-pandemic trends. When you consider that around a third of all road deaths and a fifth of casualties involve someone driving for work, it is clear that logistics fleets have an opportunity to make a real difference by better managing work-related road risk.
Growing dangers for vulnerable road users
Recently published figures from the Department for Transport show that deaths on UK roads increased by 8.7% last year. While significant new changes to The Highway Code came into force at the beginning of 2022, where road users most at risk in the event of a collision are prioritised in the new hierarchy, this has yet to translate into any significant reduction in collisions involving vulnerable road users (VRUs).
Cyclist deaths did see a 23.4% reduction year-on-year, but the total number killed or seriously injured rose almost 10% to 5,602, while motorcyclist, pedestrian and e-scooter fatalities also increased. In separate figures from Transport for London (TfL), people walking, cycling and motorcycling remain the most at risk on the capital’s roads, making up 80% of those people killed or seriously injured in 2022.
Moving forward, VRUs need to become a greater concern for fleets. A study, conducted by UCL and Agilysis, found that 39% of pedestrian fatalities in the UK were in collision with someone driving for work, resulting up to 11 pedestrian deaths a month. This is a staggering number, even before you factor in other VRU fatalities, and the situation is likely to get worse before it gets better.
Risk management response
There is not a ‘one-size-fits-all’ solution for any organisation when it comes to managing work-related road risk. It will largely be dependent on existing culture, job roles, vehicle types and existing communication processes, but there still must be a strategy that is implemented from the top down and targets continuous improvement.
One of the main challenges is to avoid becoming complacent about driver safety, because an ongoing, evolving and proactive programme is needed that meets changes in legislation and business structure. There is also a risk that if an organisation is not fully committed to implementing and enforcing a fleet safety strategy, a serious driving incident could occur before any initiative can take effect.
Unsurprisingly, organisations vary massively in how they approach road safety and driver education. There are those that do no training whatsoever, believing that it is very much the employees responsibility to keep up-to-date with their requirements, while others are completely training centric and champion the cause.
Driving for work is one of the most at-risk situations an employer can put their employees in, and yet this can be commonly overlooked. Ongoing training alongside the drip feeding of safety messages is really important, but it is about getting the balance right and ensuring communication is inclusive across all staff, not just those involved in operational driving.
The role of technology
Technology is a bit of a double-edged sword when it comes to road safety. While many current tools such as fleet and video telematics are designed to help reduce collisions and mitigate fleet risk, there is also a danger of distraction from a growing number of in-vehicle systems that can have an adverse effect on safety.
By far the biggest concern is the use of mobile devices behind the wheel illegally is nowhere near being a taboo subject when compared to drink and drug driving, even though it can make you four times more likely to crash. In fact, reaction times are two times slower if you are texting using a hands-free phone than if you drink drive, increasing to three times when using a handheld phone. Unfortunately, too few organisations take a zero-tolerance view to mobile phone use,.
Certain technology is of course playing a significant role in reducing road risk. By bringing together multiple streams of data from a range of sources including telematics, vehicle cameras and driver behaviour monitoring, it is possible to create a holistic view of risk, and a complete picture of where the potential dangers lie. The challenge is to have the means of bringing all the relevant information together into a single system to gain actionable insight that can be used to improve the safety and performance of drivers.
However, simply bringing together the best technology within the marketplace is not enough. It is also crucial to have a robust safety strategy underpinning these systems that an organisation can get behind, identify with and work towards. If not, it is unlikely to achieve the desired results in terms of risk reduction.
Work-related road risk is a constantly changing landscape, especially after the turbulence of the last few years, so fleets need to keep on top of the latest legislative, business, and operational requirements. This will ensure they can have the programme and processes in place to contribute to a safer road network.
Incentivising safer driving habits and reducing fleet risk
We have launched a month-long global competition to help encourage, educate and incentivise drivers to improve their driving behaviour. The Driver Safety Challenge is open to all drivers, with cash and other great prizes available for the top driving performances during November.
To participate, all companies and drivers need to do is sign-up through our website and download the Companion+ Mobile Safety app, which will be free of charge for the duration of the event. The app will assess at-risk driving events and send Triggered TrainingTM in the form of a safety message, video or e-learning module tailored specifically to each driver’s needs. Drivers will also receive weekly updates via email about their performance and current ranking position in a global driver league table.
The Driver Safety Challenge is part of our new annual Road Safety Month, which has been launched this year to coincide with Brake’s Road Safety Week. Throughout November, we will be running a series of driver safety workshops and webinars, as well as providing complimentary access to a wide range of resources. Organisations will also be able to take advantage of free access to our e-learning module library and download road safety bulletins.
To sign-up to the Driver Safety Challenge, personally or on behalf of your fleet drivers, as well as view all the latest updates on Road Safety Month, visit here.
