During a recent Risk Control Webinar, Ryan Pietzsch of the National Safety Council (NSC) examined the growing impact of distracted driving and inattention blindness on roadway safety and organizational risk.
He emphasized that while distracted driving is widely recognized as dangerous, changing driver behavior requires a deeper understanding of how attention, perception, and decision-making function behind the wheel.
Pietzsch also highlighted the increasing role of technology in shaping driver behavior, noting that evolving habits — not just device use — are a growing risk on today’s roadways.
“Distracted driving is anything that takes your attention away from the act of driving,” Pietzsch said.
Continue reading for key insights and practical strategies from Pietzsch’s presentation.
Pietzsch began by outlining how distracted driving continues to evolve alongside technology. While traditional concerns such as texting and phone calls remain relevant, newer behaviors — including increased screen time and in-vehicle technology use — are contributing to increased exposure risk.
Data gathered by the NSC showed a significant increase in screen time among drivers over recent years, reflecting a shift in how individuals use devices while driving.
At the same time, fleet and trucking organizations face mounting pressure to manage the risks associated with these behaviors. Pietzsch noted that drivers using cell phones are four times more likely to be involved in a crash, reinforcing the need for proactive risk management strategies.
A central theme of the presentation focused on the misconception of multitasking. Pietzsch explained that the brain cannot perform multiple complex tasks simultaneously.
“Multitasking is a myth,” Pietzsch said. “What your brain is actually doing is switching rapidly between tasks, and that creates gaps in attention.”
This constant change reduces productivity by up to 40% and significantly increases errors. Behind the wheel, those gaps in attention result in slower reaction times and missed hazards, even when a driver appears to be focused on the road.
Pietzsch introduced the concept of inattention blindness — a condition in which drivers fail to process a hazard. This phenomenon contributes to two common driving errors: delayed reaction time and missed visual cues.
Examples include missing an exit, failing to recognize a changing speed limit, or overlooking a developing hazard. These errors are not caused by a lack of visibility but by a breakdown in cognitive processing.
This distinction is critical for organizations, as it shifts the focus from visible distractions to underlying mental workload and attention management.
To further define the issue, Pietzsch outlined four types of distractions:
“Using a handheld phone engages all four types at once,” Pietzsch said. “That’s why it’s the most dangerous choice you can make.”
Beyond safety implications, distracted driving presents a measurable financial risk. Estimates from the National Highway Traffic Safety Administration, cited by the NSC, outlined the potential cost impact of individual vehicle incidents:
“These are preventable incidents,” Pietzsch said. “Avoiding just one fatality could save your organization millions.”
He also noted that approximately one in four crashes involves cell phone use, resulting in more than 1.3 million crashes annually.
Pietzsch introduced the fleet maturity model as a framework for improving driver safety programs. Key components include:
“Policies are only as good as the paper they’re written on,” he said. “You have to enforce them.”
He encouraged organizations to adopt clear, zero-tolerance policies for mobile device use, supported by training, onboarding, and consistent reinforcement.
Technology can support safer behaviors when implemented effectively. Features such as “do not disturb” mode and app-based restrictions help reduce temptation and limit phone use while driving.
However, Pietzsch cautioned that technology should complement, not replace, driver accountability. Advanced driver-assist systems, for example, can improve safety outcomes but may also contribute to overconfidence if misunderstood.
Pietzsch concluded by emphasizing the importance of personal accountability and organizational culture in reducing the risk of distracted driving.
He encouraged organizations to promote consistent messaging, reinforce expectations, and provide employees with the tools needed to make safer decisions.
“The next time you get in your vehicle, just drive,” he said.
The NSC’s “Just Drive” pledge reinforces that message, encouraging individuals and organizations to commit to distraction-free driving and to hold others accountable for safe behavior.
This presentation was part of Captive Resources’ Risk Control Webinar Series — regular installments of webinars to educate the group captive members we work with on topics like workplace safety, organizational leadership, and company performance. The thoughts and opinions expressed in these webinars are those of the presenters and do not necessarily reflect Captive Resources’ positions on any of the above topics.
