When roads are dangerous for cyclists, only people willing to engage in risky behavior will ride on them. That sets norms for more risky behavior. When roads are safer for cyclists, they attract safer, more cautious cyclists, setting those norms. Safer roads lead to safer behavior.

Not exclusively but generally this is Women. Women also engage in more short distance movements (societal norms - shopping, kids, local work) Making cycling safe is the just and fair thing to do for all people.