There are two things drivers can do to make winter driving safer: Reduce speed, and use snow tires. Yet the use of snow tires has declined--perhaps because motorists are not aware that modern "all weather" tires are not very effective in snow.
The public demands salt on the road because it makes them feel safer, and provides a better driving experience--meaning they can go faster. In other words, the typical driver is unwilling to drive more slowly or to use snow tires--and instead asks the government to assume responsibility for safety.
If responsibility for safety can be transferred back to the driver, then there will be less demand for salt from the public. This transfer can be accomplished through laws requiring snow tires in winter, lower insurance rates for cars with snow tires, and lower speed limits in winter. Public education is also necessary.
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The ideas above come from A Low-salt Diet for Ontario's Roads and Rivers. I'll quote the entire text that's relevant below in blue.
Winter driving is estimated to use up to one third more fuel than ideal driving conditions. A majority of this cost can be attributed to the excessive acceleration necessary to establish grip on snowy or icy surfaces. This is one of the reasons that bare pavement policies are favoured by transportation planners. However, it is rarely noted that a considerable reduction in fuel use can be achieved against that amount through the use of snow tires. Paradoxically it was in an effort to maintain fuel efficiency and to improve ride and comfort that lead to snow tires falling out of favour because they were open lugged, heavy and noisy. However, winter tires have now evolved tread mechanics to focus on softer but durable compounds that grip the road surface instead of grinding through built up matter.
Despite these improvements, it is estimated that only a minority of drivers install winter tires. The “all season” radial tire now standard equipment gives drivers a false sense of security and in order to prevent increased accidents in times of snow as noted above, road authorities must maintain bare pavement conditions. All season radial tires, designated by the M + S (Mud and Snow) marking tend to lose their elasticity at temperatures below 7°C, resulting in reduced traction. In surveys of motorists most state a general aversion to risk associated with motor vehicle accidents. But when asked if they change their driving habits in winter, a majority state that they do not. Although they accept that winter driving is a formidable risk, they are not willing to take necessary precautions to avoid that very risk.
Further complicating the safety issue, automotive manufacturers have moved toward wider, low profile, high-performance tires, as standard manufacturers’ equipment that lack grip in colder temperatures. These tires may actually be dangerous for use on snow-covered roads or where conditions are not optimal. This is one significant factor that contributes to increased number of accidents in winter driving conditions; and why road service levels must be maintained at bare pavement.
Despite the additional risk, insurance companies neither give cost breaks to drivers who install winter tires or penalize those who do not. Our objective is to highlight how Ontario’s roads would be safer with provincial insurance-oriented sanctions of winter tire installation by all drivers.
A Finnish Road Administration study found that a greater utilization of studded tires, rather than an increase in road salts use, led to a reduction in winter road accidents. Because Ontario’s roads are not as snow-covered as those in Finland, we are not advocating for studded tires, but it is interesting to note that this level of personal responsibility has demonstrated a reduced degree of salting can still maintain road safety.
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