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Cam Marston    

Workforce Dynamics Consultant; President & Founder of Generational Insights

Cam Marston is the leading expert on the impact of generational change and its impact on the workplace and marketplace. As an author, columnist, blogger, 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 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 short book “The Gen-Savvy Financial Advisor” (updated in 2017) is a must-read in the financial services industry.

Marston’s half-day training program, “Leading Multi-Generational Teams,” features the Gen-Flex® process which teaches leaders how to be flexible in their generational workplace preferences to get the best performance out of their teams. His short, online micro-videos for sales, recruiting, and management are designed to help managers and leaders understand the reason such generational disparities exist and how to overcome them through specific sales and workforce tactics.

In 2018 Marston launched a regional radio show (also available as a podcast) called “What’s Working with Cam Marston” with expert guests offering insights and opinions on the trends that are shaping today’s workplace and workforce.

Marston’s expertise has also been featured in the Wall Street Journal, The Economist, the Chicago Tribune, BusinessWeek, Fortune, Money, FastCompany, and Forbes, as well as on Good Morning America, CNN International, and the BBC. He writes a column for Investment Advisor, and has been a featured columnist in many trade journals. 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, Coca-Cola, Macy’s, Warner Brothers, ESPN, Qualcomm, RE/MAX and Eli Lilly. He has also offered presentations and consultations for the U.S. Department of Agriculture, the Internal Revenue Service, and the U.S. Army, as well as for major professional associations such as the American Bankers Association, the Financial Services Roundtable, and the Million Dollar Roundtable.

Marston’s insights and expertise are the products of over 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 and is a native and resident of Mobile, Alabama.

Speech Topics


Four Generations: One Workplace

Employers and managers need to understand the attitudes and expectations of each of the four generations so they can best work with each. The days of "treat everyone the same" are no longer with us; now we must accept the needs and desires of the individual. What causes the generations to differentiate from one another?

Affluent societies:

  • Create the generational change by repeatedly causing youth to push back on adulthood
  • Create threats to the apprentice-to-master model
  • Change the definition of 'success'

This insightful and entertaining presentation introduces audiences to the four generations of employees in today's workplace and how to work with and manage each. Case studies are brought to life and recommendations for best practices are shared.

Generational Pendulum

We've been here before. History is repeating itself right in front of us. The four generations have existed before in times much like these, and they've had the same reaction to these economic challenges. Being a student of the past makes the future predictable, and the future is bright for forward-thinking companies. Favor will fall on those who adjust their strategies to create opportunities for the predictable attitudes and outlooks of each of the generations today. Marston's "Generational Pendulum" peeks into the looking glass of the future where we see the past, present and prediction of what will happen to each of the generations. This provocative program uses similar historical times to explain the behaviors of the population. Marketing, communications, sales, and human resources will find this content thoroughly engaging and position them to benefit from these anticipated changes. History is repeating itself. Be Ready.

Recruiting and Retaining the Generations

Quality employees are your organization's most valuable resource. How do you find the best candidates, and how can you keep the ones you have? Who is on your 'lifer list'? What are you doing to make sure they'll stay? Is it the right thing?

This presentation uses best practices across industries to show how today's most competitive companies are competing for, winning, and retaining their top people. It breaks down the motivations of each of the generations of employees and illustrates how companies "in the know" are using those motivations to better attract and retain their talent.

Sales and Service Across the Generations

Everyone likes the same type of sales style and the same type of service...right? Nothing could be further from the truth. The truth is that what your sales team doesn't know about the four generations impacts the bottom line. Each generation, with their unique values, defines a quality sales or service experience in their own unique way. What Gen X may prefer, Matures may think is outright rude. What Boomers define as "rapport building", Millenials may define as a waste of time. In "Sales and Service Across the Generations" Marston explores the sales and services biases of each of the four generations and gives simple, easy to execute ideas for how to best work with each. It is highly energetic, highly engaging, and full of immediately actionable ideas that translate into increased sales.

From We to Me and Back Again. We’ve been here before.

History is repeating itself right in front of us. The four generations have existed before in times much like these, and they’ve had the same reaction to these economic challenges. Being a student of the past makes the future predictable, and the future is bright for forward-thinking companies. Favor will fall on those who adjust their strategies to create opportunities for the predictable attitudes and outlooks of each of the generations today. Marston’s “Generational Pendulum” peeks into the looking glass of the future where we see the past, present and prediction of what will happen to each of the generations. This provocative program uses similar historical times to explain the behaviors of the population. Marketing, communications, sales, and human resources will find this content thoroughly engaging and position them to benefit from these anticipated changes. History is repeating itself. Be Ready.

This presentation will be customized to focus on predictable industry trends.

Attracting and Retaining a New Generation of Employees.

Quality employees are your organization’s most valuable resource. How do you find the best candidates, and how can you keep the ones you have? Who is on your ‘lifer list’? What are you doing to make sure they’ll stay?

Selling Across the Generations

Everyone responds to the same sales style and the same type of service… right? Nothing could be further from the truth. The truth is that what your sales team doesn't know about the four generations impacts the bottom line. Each generation comes with a unique set of values and requires a particular sales pitch suited to its needs and desires. What Gen-X may prefer to see and hear, Matures may consider outright rude. What Boomers define as "rapport building," Millennials may deem a waste of time. In "Sales & Service Across the Generations," Cam Marston explores the sales and services biases of each of the four generations and gives simple, easy-to-execute ideas for how to best work with each. This presentation is highly energetic, highly engaging, and full of immediately actionable ideas that translate into increased sales.

Four Generations: One Workplace

Employers and managers need to understand each generation's attitudes and expectations in order to best work with each. The days of "treat everyone the same" are no longer with us; now we must accept the needs and desires of the individual.

Over 15 years of research have led generational expert Cam Marston to conclude that affluent societies create cross-generational differences by doing the following: repeatedly making youth push back on adulthood, creating threats to the apprentice-to-master model, and changing the definition of "success."

This insightful and entertaining presentation introduces audiences to the four generations of employees in today's workplace and how to work with and manage each. Case studies are brought to life and recommendations for best practices are shared.

Attracting & Retaining a New Generation of Employees

Quality employees are your organization's most valuable resource. How do you find the best candidates and how do you keep the ones you have? Who is on your "lifer list"? What are you doing to make sure they stay?

This presentation uses best practices across industries to show how today's most competitive companies are competing for, winning, and retaining their top people. It breaks down what motivates each generation of employees and illustrates how companies "in the know" are using those motivations to better attract and retain their talent.

The Gen-Savvy Financial Advisor

For decades, financial services have focused on demographic groups that are now moving into and past retirement. The Matures (born 1945 and prior) and the Baby Boomers (born 1946 – 1964) are the generations that the financial services industry grew up with, and their client relationships were defined by traditional business models. Now, new generations who have different economic and cultural experiences are moving into age ranges that make them prime markets for investments, retirement planning, insurance, and other financial services.

Cam Marston understands the attitudes and expectations of the upcoming generations and what they expect from service providers. He has learned how they buy, how they value different types of information, what their definition of “expert” is and how they apply it to financial advisors, and what they want financial advisors to teach them. He understands their preferred methods of communications and what sales tools to use and how to use them effectively.

As an InvestmentNews columnist and the author of The Gen-Savvy Financial Advisor, Cam provides tips, ideas, and examples for how to best court and serve each generation of client. His presentations are full of “take home value” content, even giving his audiences the words to use in specific scenarios.

Workplace Culture: A Strategic Differentiator

News


Cam Marston: Generational Translator — The 2016 IA 25

Cam Marston explains the nuances of different generations to each other, with humor and insight

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