Words create worlds: How language shapes reporting, learning, and safety culture in aviation

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In aviation, safety is paramount. But to maximise our ability to learn and improve safety, we need to consider the effect that our words have on core safety processes such incident reporting. Yet the words we use in policies, interviews and investigation reports do more than just describe events. Words shape how people think about safety, influence their willingness to share information and affect risk management and organizational learning. This matters for every aviation organization striving to enhance reporting, foster learning, and reduce repeat incidents.

Language and culture: The foundation of safety

Language is not neutral, it carries history, emotion, and cultural meaning. For example, the word investigation can evoke different reactions depending on past experiences, ranging from a supportive fact-finding process to a proxy for blame and punishment. Most people who work in operations will have experienced both. It is not the word itself that is good or bad; it’s the meaning built around it by past practice and the system that uses it.

Culture, in turn, is reflected and reinforced through language. When safety reports and conversations are framed around fault, error, recklessness, or violation, individuals may naturally protect themselves by withholding information. If the same events are framed around variation, contributory factors, or system context, the conversation invites curiosity. This subtle shift can encourage richer reporting, more comprehensive information, and improved learning.

Consider one common term in aviation safety: violation. In many safety management system (SMS) documents, violations are used to describe departures from standard operating procedures (SOPs). The word suggests negative intent or moral failure, which can shut down further questions. If a technician’s action is labelled a violation, they may be less likely to share the reasoning behind it. If the report instead describes a “variation” from SOPs and asks how and why the variation occurred, or why it made sense to the person who did it, the conversation can be more constructive.

Another example is “interview,” which often implies a one-way flow of information with a clear hierarchical power structure. A “learning conversation” signals a different purpose: to understand what happened with a more neutral power balance. This matters significantly when the aim is to encourage people to share honest accounts, and the nuanced details of how their work unfolds that only they can provide.

Critically, this is not about removing and diluting accountability. It’s about choosing language that supports the intended outcomes: honest reflection, accurate reporting, risk reduction, and continuous operational improvement. Some terms typically must remain in regulatory or disciplinary contexts. The point is to be deliberate about where neutral, curiosity-inviting language is used and where precise regulatory terminology is necessary, such as when conducting an ICAO Annex 13 investigation.

Human factors evidence: The impact of framing on reporting

Research in human factors underscores the influence of language framing on decision-making and reporting behavior. Pilots, technicians, ground handlers, and other aviation professionals are more likely to report incidents and share detailed information when the language used fosters curiosity and contextual understanding rather than blame and a focus on individual actions.

Implementing language change: Practical guidance

Changing language within an organization requires more than swapping words; it demands deliberate, consistent effort and leadership commitment. Here are some practical steps to begin:

Review: Collect common words and phrases from policies, processes, forms, interview notes, investigation templates, and training materials.
Classify: For each term, decide whether it promotes a learning culture, is neutral, or inhibits it.
Replace thoughtfully: Propose alternatives that invite curiosity and describe behaviour neutrally (for example, replace “violation of SOPs” with “variation from SOPs.”)
Context mapping: Specify where regulatory or disciplinary terms must be retained and where neutral language should apply.
Documentation alignment: Update policies, processes, templates, report forms, and training and guidance material to reflect the new language and expected behaviours of all stakeholders.
Train and role model: Run workshops and training sessions with senior leaders, operational managers, supervisors, and safety staff to gain buy-in and practice using the new language in a simulated environment.
Measure impact: Track changes in reporting frequency, learning outcomes, trust levels, and staff sentiment to evaluate impact.

Starting small can be effective. Convene your safety team to list frequently used terms, test alternatives with operational staff, and pilot changes in one reporting process. Measure the results and refine your approach accordingly.

Practical cautions

Don’t just rename: Changing labels without adjusting the underlying process breeds distrust and skepticism.
Balance neutrality and accountability: Avoid over-neutralizing language to the point where responsibility and intent become unclear.
Ensure consistent leadership support: Mixed messages from different levels of management can undermine trust and cultural change efforts.

Choosing to build a resilient safety culture

At Marsh, our Aviation Operational Risk Consulting team can assist organizations in translating language changes into real process changes and sustainable cultural improvements. If you would like support running a focused language review, updating documentation, or coaching leaders, we can help you design an approach that fits your operations and regulatory environment.

The words we use can create the conditions for learning or for silence. Choose them deliberately, and experience the difference in the quality of reporting, the depth of learning, and the resilience of your operations.

Event

Marsh Aviation Summit

11/26/2025