Safety at any level never lone the bottom end (GA) starts with the pilot him/herself.
I agree Wally in essence, but seeing some of these bottom end GA companies that don't have a safety culture and leave it up to the pilots manage their own standards and 'safety gap', doesn't work; as peer pressure and competition gets the worst of the pilot. When a pilot doesn't join in with the group, they get osterized.
The culture needs to be set from top of the organisation down for them to stand any chance on improving safety.