Monday Morning Impact – December 15

Published On: December 14, 2025Categories: Buzz

Gartner: Most Consumers Are Already Spending Like It’s a Recession

Fifty-six percent of consumers are already spending as if the economy is in a recession or making changes to prepare, according to a survey by Gartner, Inc. which adds that active adoption of recessionary behaviors signals a profound shift in consumer attitudes toward money and spending.

A Gartner survey of 1,539 US consumers conducted in October 2025 found that this trend is especially pronounced among younger generations, with 58% of Gen Z and 63% of Millennials already adjusting their spending—the first time these groups are experiencing a recession as adults. This economic caution is accompanied by a desire for levity, with 71% of consumers saying humor helps them escape negative situations.

“This is more than a temporary belt-tightening—it’s a cultural reset,” said Kate Muhl, VP Analyst in the Gartner Marketing practice. “Marketers must recognize that younger consumers want low prices, but they also respond to brands that lighten the mood. Messaging that emphasizes trust and practicality, while offering moments of levity, will resonate far more than luxury or status-driven appeals.”

Alongside economic caution, consumers are grappling with a growing crisis of shared reality. Sixty-eight percent of consumers frequently question whether the content they see online is real, and 67% wonder if others experience the world as they do.

“Consumers are skeptical, and that skepticism is growing,” advised Muhl. “Marketers must double down on authenticity—real people, real stories, and verifiable claims. Transparency isn’t optional; it’s the foundation for rebuilding trust.”

As digital fatigue sets in, consumers are rediscovering the value of real-world experiences, according to Gartner. Sixty-eight percent feel nostalgic for pre-digital times. Nearly half (49%) have purchased from a local small business in the past three months, and 39% actively try to opt out of participating in the corporate economy. This shift signals a cultural pivot toward community and connection.

“Consumers are craving tangible experiences and community,” said Muhl. “Marketers should invest in experiential activations—pop-ups, live events, and partnerships with local businesses. Lean into values like authenticity and connection to meet this cultural moment.”

“Consumers are navigating uncertainty on multiple fronts—economic, technological, and cultural,” concluded Muhl. “Brands that succeed in 2026 will be those that offer not just value, but reassurance, authenticity, and opportunities for real-world engagement. This is a moment for marketers to rethink how they connect with consumers who are both pragmatic and deeply human in their priorities.”

Gartner clients can find further information in the associated client webinar: “Virtual Event: Client Webinar: Gartner’s Top U.S. Consumer and Cultural Top Trends for 2026.”

Channel Impact^®
Three ongoing trends – economic caution, reality skepticism, and a return to real-world experiences are causing business leaders at all points in the supply chain to adjust their strategies for 2026.

ServiceNow to Expand Security Portfolio with Acquisition of Veza’s AI-native Identity Security Platform

ServiceNow has announced its intent to acquire Veza, a leader in identity security. The acquisition is primed to extend the capabilities of ServiceNow’s Security and Risk portfolios to include Identity Security. This is intended to enable organizations to understand and control who and what has access to their critical data, applications, systems, and AI artifacts. As businesses take advantage of autonomous capabilities made possible through agentic AI, Veza and ServiceNow will enable end-to-end identity security rooted in the principle of least privilege that significantly reduces enterprise risk.

Veza’s AI-native approach is powered by its patented Access Graph, which maps and analyzes access relationships across human, machine, and AI identities, providing an end-to-end access visibility and risk control platform for all types of identity. This foundation embeds governance into every layer of identity and access management, giving security teams granular visibility and control to more easily manage complexity.

“In the era of agentic AI, every identity — human, AI agent, or machine — is a force for enterprise impact. It’s only when you have continuous visibility into each identity’s permissions that you can trust it,” said Amit Zavery, president, chief operating officer, and chief product officer at ServiceNow. “By combining Veza’s industry-first Access Graph with ServiceNow’s AI Control Tower and agentic workflows, we can give customers a true single pane of glass, with control of every identity in their organization.”

Veza’s Access Graph brings an AI-native approach to identity security, giving organizations a single dashboard to quickly spot and remedy overly broad permissions across both human and machine identities, including AI agents. Its scalable platform supports next-generation IGA capabilities, including access reviews, access requests, and an access hub, along with permission updates and end-to-end visibility.

Founded in 2020, Veza claims nearly 150 global enterprise customers in banking, hospitality, and fast-moving consumer goods (FMCG), with 230 employees globally. After this transaction closes, Veza’s identity visibility, intelligence & governance capabilities will be incorporated into ServiceNow’s security portfolio.

The transaction is subject to customary regulatory approvals and closing conditions.

Channel Impact^®
By integrating with ServiceNow’s strength in workflows, knowledge graphs, and AI, Veza can enhance the ServiceNow AI Control Tower by governing what AI agents can access and do across enterprises. Veza also adds critical identity context to existing ServiceNow Security and Risk products, including Vulnerability Response, Incident Response, and Integrated Risk Management, giving partners a clearer view of who and what is associated with an exposure, incident, or risk event.

Cynet Rolls Out New Global Channel Program with Simplified MDF Model

Cynet, a Boston-based cybersecurity company, has announced the “Cynet Ignite Partner Program,” which is designed to accelerate partner revenue growth through simplified engagement, expanded benefits, and faster rewards.

The program features “Growth Ignition Dollars,” a new approach to MDF intended to streamline access, remove administrative friction, and drive measurable business outcomes.

“Traditional MDF programs are too bureaucratic for today’s managed security market,” said Alan Komet, Chief Revenue Officer at Cynet. “Growth Ignition Dollars eliminate red tape, giving partners faster access to funds and greater control over how they invest in growth.”

Key program benefits include Silver, Gold and Platinum tiers that unlock added resources, discounts, and rewards as partners scale; customized go-to-market programs; access to a dedicated partner marketing manager; and various enablement tools.

Channel Impact^®
Built around simplicity, support, and profitability, the Cynet Ignite partner program is intended to empower MSP, reseller, and hybrid partners to scale their businesses while protecting clients from advanced cyber threats.

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