Understanding Risk Perception Through Environmental and Social Contexts

In a recent visit to a Dairy Queen, in the small city in Manitoba I grew up in, just outside of Winnipeg, Manitoba, I noticed a simple sign on a freezer door stating, “Doors are locked. Our team is here to help! Just approach any staff member for assistance.” While seemingly straightforward, this small interaction highlighted a deeper truth about risk perception, how the safe small city I grew up in has changed, and that we need to understand the impact of threats, internal and external, based on the varied environmental and social contexts.

When we talk about risk, we often think of the physical or financial elements involved. However, in risk management, psychosocial risks—those affecting mental and emotional well-being—are equally important. These risks are not uniform across locations; they are influenced by the unique dynamics of urban cities, rural areas, northern communities, and isolated towns. Each setting carries different implications and perceptions of risk that need to be understood and managed effectively.

Environmental and Social Contexts in Risk Perception

Risk perception can vary significantly depending on where an individual or organization is situated, as well as our lived experiences:

• Urban Settings: In densely populated cities, risks are often associated with high activity and close proximity to others. Issues like crowd control, rapid response requirements, and urban crime influence how risk is perceived and managed.
• Rural or Northern Areas: Here, risks are less about crowds and more about isolation. Limited resources, fewer emergency services, and longer response times shape the perception of risk, with a greater focus on self-reliance and community networks.
• Border Areas: Communities near provincial or state borders face unique challenges due to differing regulations and resources. Risk management in these areas may require additional coordination between jurisdictions, impacting how risks are understood and mitigated.

Each environment brings specific psychosocial factors into play. For instance, the sense of isolation in rural areas can exacerbate the perception of risk, while in urban areas, anonymity within a large population may reduce the perceived risk of social issues but increase concerns about personal safety in crowds.

So how do ice cream treats become a potential threat to both employees, customers, and the community? You see this DQ is a next door to more stores, turn right and you are in a residential area and cross the street you are at the highschool.

The Importance of Identifying Psychosocial Risks

Incorporating psychosocial risks into threat and risk assessments is essential, as these risks can amplify or reduce the impact of external hazards. For example, in a community with high social cohesion, individuals may feel safer and more supported, reducing the psychosocial impact of an external threat. Conversely, in environments where individuals feel isolated or unsupported, even minor risks can feel overwhelming, leading to heightened anxiety or fear. What are the psychosocial risks and hazards to the public in the shopping area, to the residents who live near by or the students who attend DQ for lunch frequently (and I was one of them many years ago).

This context-specific understanding of risk is especially important for businesses and those doing the risk assessments. By assessing psychosocial risks, businesses and community leaders can:

1. Mitigate Internal Risks: Recognize the potential for internal conflict, stress, or exposure to a critical incident that may produce a traumatic experience within teams, the public or residents within their home.
2. Enhance Community Resilience: Support the mental and emotional health of individuals, which is critical in preparing communities to respond effectively to emergencies. Community Resilience supports building community capacity.
3. Tailor Risk Communication: Understand that the same message may be received differently depending on local perceptions and cultural contexts, allowing for more effective communication strategies. How does the city update its strategic plans to mitigate risk related to the downtown businesses, residents, and students/staff of a high school?

Moving Forward with Comprehensive Risk Assessments

Risk management should not be a one-size-fits-all approach. By incorporating both environmental and psychosocial factors into risk assessments, we can develop more nuanced strategies that resonate with each unique community. Recognizing the diversity in risk perception allows organizations to create more effective and empathetic responses, ultimately fostering stronger and more resilient communities.

Risk is not just a concept but a reality shaped by our surroundings and our lived experiences. As leaders and risk management professionals, it is our responsibility to understand these nuances and incorporate them into every aspect of our assessments and strategies.