What drivers are doing as gas prices rise

Drivers are increasingly changing their daily routines in response to sustained economic pressure, with rising fuel and grocery costs prompting consumers to drive less, scrutinize spending and rethink recurring expenses, recent research found

Reach3 Insights’ findings from its Trade Winds consumer sentiment program show that nearly everyone (97 per cent) is concerned about rising gas prices. In response, 65 per cent said they are cutting nonessential trips, 61 per cent are driving less overall and 57 per cent are planning errands more carefully to reduce fuel consumption.

A year after tariffs emerged as a major economic issue, the survey found, consumers have moved beyond short‑term reactions and are now permanently adjusting their habits around ongoing cost pressures.

“This is no longer just about reacting to headlines or temporary price increases. Consumers are adapting their routines around sustained economic pressure,” said Matt Kleinschmit, chief executive officer and founder of Reach3 Insights. “People are becoming more intentional about where they go, what they buy and which expenses still feel worthwhile.”

Broader consumer sentiment remains negative. Three quarters (78 per cent) of respondents said they have negative feelings about the current economy, while nearly half said they are pessimistic about the future. Frustration and stress were the emotions cited most frequently.

Grocery costs continue to be the biggest financial pressure point, 66 per cent of respondents said. Energy and utility costs, dining out and transportation also ranked among the top sources of strain.

Consumers are also more closely examining recurring expenses. More than one‑third said they are paying greater attention to subscription costs, while nearly half have considered cancelling video streaming services as they look for ways to reduce spending.

The research also found increasing expectations around transparency from brands. Respondents said companies should communicate clearly about pricing changes rather than attempting to obscure additional costs.

“This study makes it clear that economic pressure is changing how consumers make decisions day to day,” said Varun Jog, research director at Reach3 Insights. He said consumers are making trade‑offs in real time across multiple categories as they weigh which purchases remain worthwhile.

The findings point to continued caution among consumers as inflation, fuel prices and broader economic uncertainty shape spending behaviour. Reach3 Insights said brands that understand how these pressures influence everyday decisions will be better positioned to respond to changing customer priorities.

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