Cam Marston is the leading expert on generational change and its impact on the workplace and marketplace. As an author, columnist, training and development designer, and lecturer, he imparts a clear understanding of how generational demographics are changing the landscape of business. Marston and his firm, Generational Insights, have provided research and consultation on generational issues to hundreds of companies and professional groups, ranging from small businesses to multinational corporations, as well as major professional associations, for over 20 years.
Marston’s books, articles, columns, and blog describe and analyze the major generations of our time: Matures (born before 1946), Baby Boomers, (born 1946-64), Generation X (born 1965-79), and Millennials (born 1980-2000). He explains how their generational characteristics and differences affect every aspect of business, including recruiting and retention, management and motivation, and sales and marketing.
His first book, Motivating The “What’s In It For Me?” Workforce (2005), explores the characteristics and motivations that each generation brings to the workforce and suggests management tactics applicable to any business setting. His next book, Generational Insights (2010) is a guide to the best practices in managing generational issues. Generational Selling Tactics That Work (2011) is the first book-length study of generational approaches to sales and marketing. His two DVD training videos have been best sellers since introduced in 2005 and his new online training and ILT courses are finding audiences inside corporations and with individuals aiming to keep their skills sharp. His short book The Gen-Savvy Financial Advisor (2012, revised 2016) is a must-read in the financial services industry.
Marston’s expertise has also been featured in the Wall Street Journal, The Economist, the Chicago Tribune, BusinessWeek, Fortune, Money, and Forbes, as well as on Good Morning America, CNN International, and the BBC. He is a columnist for Investment Advisor, and has been a featured columnist in Fast Company, AdvisorOne Magazine, and ThinkAdvisor among others. His blog at generationalinsights.com tracks the latest changes and developments in generational issues and demographics.
As a consultant, Marston has provided insight and advice to leadership at the nation’s most prominent corporations as well as multinational corporations including American Express, Fidelity, BASF, Nestle, Schlumberger, Merrill Lynch, Kellogg, Coca-Cola, Macy’s, Warner Brothers, ESPN, Qualcomm, RE/MAX and Eli Lilly. He has also offered presentations and consultations for the U.S. Army, the Internal Revenue Service, and the Los Alamos Nuclear Laboratory, as well as major professional associations such as the American Bankers Association, the Financial Services Roundtable, and the Million Dollar Roundtable. He is an ongoing instructor at Belmont University’s Scarlett School of Leadership.
Marston’s presentations are informative, engaging, and humorous. He offers concrete demographic research that is tailored to his audience. But he enlivens the data with anecdotes, tales from the real business world, attention-grabbing visuals, and quips that make the message memorable. His training programs are interactive and actionable and Marston’s clients consistently report that his research makes his programs relevant and his presentation style makes them interesting and fun.
Marston’s insights and expertise are the product of 20 years of research and consultation across a wide range of industries as well as his own early-career background in corporate sales and research. He holds a Bachelor of Arts from Tulane University. He is a native and resident of Mobile, Alabama.
Cam founded Generational Insights in Charlotte, North Carolina when he was facilitating focus groups and conducting exit surveys for his local clients. He noticed a new trend in the reasons people were accepting jobs and quitting jobs. This was the beginning of Gen X entering the workplace and they were quickly making their generational preferences known and the Boomers were struggling with them. He presented his findings to a local HR audience and the business was begun.
For several years Cam took jobs training other people’s customer service materials and traveled delivering presentations skills training for the Excellence in Speaking Institute before his business grew large enough to support him full time.
Today Cam travels quite a bit, logging over three million total airline miles. He’s slept in several airports and has written over 105 hotel reviews in 72 different cities for TripAdvisor.com (his handle is CharlesAMIV). His favorite airport is the D Concourse at DFW and his favorite business destinations are Chicago, Boston, and San Francisco. Cam’s 94-year-old grandmother, Myrtice, was an avid traveler in her day. From each stop in Cam’s travels he sends her a post card. She’s saved every one and today there are over 500 in total – a collection of all the places he’s been.
Cam, his wife Lisa, and their four children live in Mobile, Alabama, Cam’s home town, where he is a 5th generation Mobilian. His wife, a former collegiate volleyball player and coach, now coaches volleyball at Cam’s former school where his children are all now students. They enjoy the outdoors when there is time, fishing in the Gulf of Mexico during the summer months and playing in the south-central Alabama woods in the winter.
His Spotify playlist, Cam Marston’s Funky R&B Enlightenment, will take you to the best music ever recorded on planet earth, IHHO. Listen only if you’re prepared for your life to be irreversibly changed.
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