Cam Marston is the leading expert on the impact of generational characteristics and differences in the workplace and the 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 15 years.
Marston's books, articles, columns, and blog posts 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). Marston explains how their generational characteristics and differences affect every aspect of business, including recruiting and retention, management and motivation, and sales and marketing.
Marston is the author of several books on generations and business practices. 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 second book, Generational Insights (2010), is a guide to the best practices in managing generational issues. And his most recent title, Generational Selling Tactics That Work (2011), is the first book-length study of generational approaches to sales and marketing.
Marston 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 and the BBC. He writes a monthly column for Business Alabama and InvestmentNews and has been a featured columnist in Agent's Sales Journal, PROFIT Magazine, and Multi-Housing News, among others. His blog at GenerationalInsights.com tracks the latest changes and developments in generational issues and demographics. He is also an ongoing instructor at Belmont University in Nashville, TN.
As a consultant, Marston has provided generational insight and advice to leadership at the nation's most prominent corporations, including American Express, Fidelity, Merrill Lynch, Kellogg, Coca-Cola, Macy's, Warner Brothers, ESPN, Qualcomm, RE/MAX, and Eli Lilly. He has also delivered presentations and offered consultations to the U.S. Department of Agriculture, the Internal Revenue Service, and the U.S. Army, as well as major professional associations such as the American Bankers Association and the Million Dollar Roundtable.
Marston's presentations are informative, engaging, and often 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. 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 15 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 is a native and resident of Mobile, Alabama and a proud member of Generation X.
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