5 - How Leading from the Front Transforms Safety Culture in Transportation
Leading from the Front: Justin Copeland on Building a Proactive Safety Culture at United Road
In this episode of On The Front Line: The Safety, Learning and Operations Podcast, host Dr. Gina Anderson welcomes Justin Copeland, Vice President of Safety at United Road, for a deep and practical conversation about transforming safety culture from the inside out. With over two decades of experience—from starting behind the wheel to leading safety strategy—Justin shares how empathy, frontline insight, and a people-first mindset are key to protecting teams and driving change in transportation. This episode offers timely, actionable strategies for operations and safety leaders looking to lead with integrity, reduce risk, and create a workplace where safety isn’t just a policy—it’s a way of life.
From Compliance to Culture: How Connection, Trust, and Proactivity Drive Safety
Justin Copeland’s leadership is grounded in his own journey through the industry—from truck driver to safety executive. He emphasizes that safety leadership isn’t about enforcing rules from above; it’s about understanding the day-to-day reality of the front line. Leaders who’ve done the job bring unmatched credibility and empathy to their roles, making it easier to build trust and implement meaningful change. Justin shares how United Road fosters a proactive culture by recognizing safe behaviors, encouraging peer-to-peer recognition, and using data to coach rather than punish. It’s a shift from reactive compliance to preventative leadership.
Equally central to Justin’s vision is the power of relationships. At United Road, “people and relationships” isn’t a buzzword—it’s a value practiced in every safety meeting and decision. He explains how real cultural change starts when leaders prioritize listening, invest in frontline feedback loops, and take time to celebrate the quiet wins. From turning dash cam footage into recognition opportunities to creating a psychologically safe environment for raising concerns, Justin’s approach is both practical and deeply human.
Looking ahead, Justin’s focus is on sustainable systems and legacy-building. He advocates for smarter technologies that empower drivers, continuous learning that adapts to real-world conditions, and leadership practices that reflect dignity and respect at every level. He challenges leaders not only to build strong safety programs but to protect and sustain them—so they endure, even when leadership changes. As he puts it: safety isn’t a department—it’s a shared responsibility.
About Justin Copeland
Justin Copeland is Vice President of Safety at United Road, bringing over 22 years of industry experience to his role. His leadership is driven by a passion for people-first culture, frontline insight, and proactive safety innovation across one of the nation’s largest automotive logistics companies.
About United Road
United Road is a leading national provider of finished vehicle logistics, delivering more than 4 million vehicles annually. With a strong commitment to safety, technology, and driver well-being, United Road continues to set the standard for reliable and responsible auto transport.
Links Mentioned in This Episode
Key Episode Highlights:
How frontline experience builds trust and drives better safety decisions
The shift from reactive safety metrics to proactive, behavior-based strategies
Turning driver feedback into innovation and ownership
Building a culture of recognition, coaching, and continuous improvement
Creating systems and programs that sustain safety culture long-term
Conclusion
Justin Copeland’s approach to safety leadership proves that lasting change starts with empathy, connection, and the courage to lead from the front. His insights offer a roadmap for transforming safety from a checklist into a culture where people feel respected, protected, and empowered.
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