Safety culture is a highly successful idea. Whatever your understanding of this idea, and whether you like it or not, you cannot ignore it. Safety culture has become a commodity (a product) that is promoted by various actors and enacted by various tools and practices. I first describe the 'safety culture system' that produces this commodification process. Then I discuss its upsides and downsides. Finally, I argue that, rather than debating on whether safety culture is a good idea or not, we

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... ld try to get the most of it by playing within the system that sustains the commodifying of safety culture. I suggest that safety culture should be taken as a vocabulary and as an asset. I also propose that rejuvenating the idea will come from introducing new actors into the system of safety culture.