The Cost of Getting There: How rising fuel prices are reshaping everyday spending
The everyday journey is no longer routine
Have you noticed fewer cars on the roads lately? It’s not your imagination. For many of us, it’s now something we think twice about. Rising fuel costs are reshaping how, when and why people travel.
Our latest research shows that 59% of UK drivers have used their vehicle less in the past three months. This is not just about driving less. Even routine journeys are now being questioned.
For most, the first cuts come from non-essential trips. Nearly two-thirds (64%) are reducing social and leisure travel, and 25% have turned down social invitations altogether because of fuel costs. This means fewer spontaneous plans and more careful decisions about where to go and when.
A ripple effect across spending
Cutting back on driving feeds directly into how we spend elsewhere.
Two-thirds (66%) say they are cutting back in other areas to afford fuel, and 41% are reducing non-essential spending. The small treats and everyday indulgences are often the first to go.
Retail, hospitality and leisure are now competing with the cost of getting there. Brands are now competing with effort, not just each other.
We are adapting in practical ways. Over half (53%) are limiting how far they travel, while 42% are combining multiple errands into a single trip. Others are shifting behaviours entirely, with 28% shopping online more often to avoid driving and 32% choosing to walk where possible.
Even work patterns are shifting. 22% are reducing commutes or working from home more frequently, further reducing footfall in city centres and local economies.
At the extreme end, 11% have stopped using their vehicle altogether.
The mindset shift: from freedom to calculation
For many of us, driving used to represent freedom. That mindset is changing.
Today, 78% actively consider whether they need to make a journey at all, and 69% say they feel less free to use their vehicle. What was once automatic now requires a decision.
When every journey is questioned, so too is every associated spend. A meal out, a shopping trip or a day out now carries an added layer of cost consideration.
Cynicism is shaping perceptions of pricing
Alongside behaviour change, there is a growing sense of scepticism about how fuel prices are set.
While 74% of the public attribute high fuel costs to global factors such as conflict in the Middle East, there is still significant scrutiny on domestic players. 51% point to government taxation, and 46% believe fuel retailers share responsibility.
Perceptions of unfairness are widespread. 90% think prices rise quickly when crude oil costs increase but do not fall at the same pace when costs drop. 88% believe some companies are profiting from this lag.
This sentiment is not new. At the height of the inflation peak in 2023, we asked whether people felt resentful toward companies that raise prices quickly but are slow to reduce them when costs fall. The response today remains strikingly similar.
With inflation no longer at peak levels, many would expect perceptions to have softened. Instead, they have held firm, suggesting a more ingrained scepticism.
This isn’t just about fuel. It’s influencing where we go and what we spend when we get there. When prices do not appear to correct in line with costs, it reinforces the belief that businesses are not acting in the best interests of consumers.
This sentiment extends beyond fuel. 86% say they are frustrated when companies are seen to be profiteering, and 87% resent retailers who raise prices quickly but are slow to bring them back down.
There is a clear demand for transparency. 84% want retailers to publish the data behind their pricing decisions. For many of us, understanding the “why” behind price changes could help rebuild trust, even if only partially.
What this means for brands
This is starting to change what it takes to get people through the door.
When the cost of getting somewhere increases, demand does not disappear, but it does become harder to unlock. Every trip now carries a cost check, and brands need to work harder to justify being part of it.
Some sectors stand to benefit. Online retail, public transport and value-led providers are likely to see increased engagement. People are actively seeking out savings, with 37% choosing the cheapest forecourts and many applying the same mindset across other categories.
For brands in retail, leisure and hospitality, the challenge is more complex. You are now competing with both rising living costs and the perceived effort of getting to you.
Three implications stand out:
Proximity and convenience matter more than ever
If consumers are limiting travel, local and easily accessible options gain an advantage. Brands should think carefully about how they reduce the “effort cost” of engaging.Value must be visible and credible
Consumers are not just looking for lower prices. They are looking for fairness. Any sense of inconsistency or opportunism risks reinforcing existing scepticism.Communication is part of the value exchange
With 84% calling for more transparency, brands that clearly explain pricing decisions and demonstrate what they are doing to manage costs will be better placed to maintain trust.
What consumers need right now
For consumers, this is about more than budgets; it is about control and confidence.
We are making trade-offs every day, weighing up fuel, food, socialising and convenience, often with limited room for flexibility.
Brands can play a role in easing that pressure. Not necessarily by cutting prices across the board, but by showing how they are helping. That could mean clearer pricing, targeted offers, loyalty incentives or practical ways to reduce the need for travel.
Small signals of understanding can go a long way. In a climate where cynicism is high, actions that demonstrate fairness and transparency stand out.
A more considered future
The days of jumping in the car without thinking are fading. In its place is a more deliberate approach to movement and spending.
For brands, this creates both risk and opportunity. The risk is reduced footfall and tighter spending. The opportunity lies in adapting to a consumer who is more intentional, more value-conscious and more sceptical.
Those that respond with clarity, fairness and relevance are more likely to stay part of the journey.
Get in touch to understand how these shifts could impact your organisation or sector.