When people are exposed to something too often, they tend to overlook it or underestimate its significance. This can cause critical information to fade into the background and be ignored.
These are not the same. Both must be managed. Know which of your actions contribute to each and to what degree. Know that your actions may be interpreted dramatically differently by different people.
There is a high correlation between contractors that have consistently GREAT safety records and consistently GREAT profitability, growth, morale, and talent retention.