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Demand for road salt could be reduced if we found alternate ways to improve winter driving safety. One obvious way is to reduce winter driving speeds. Surveys show that the typical driver understands reducing speed improves safety, yet they are unwilling to reduce speed.
Winter speed limits are becoming standard practice on some highways in northern states, and dynamic message signs are a means to achieve this. The signs flash speed limits, that change in response to weather.
Statistics show that during winter, accident rates do go up. But not all accidents in winter are due to icy roads. Many of these accidents would have occurred anyway, without snow on the roads. So, there's a tendency for the public to believe that all accidents in winter are due to ice. This creates an unreasonably high demand for salt.
The demand for salt can be managed by opinion surveys, public education, and the promotion of alternate pathways to winter highway safety--such as reduced speed limits and a requirement for snow tires.