About Cam Marston
Cam Marston is the leading expert on the impact of generational change and its impact on 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 16 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 training videos have been best sellers since introduced in 2005. His short book The Gen-Savvy Financial Advisor (2012) 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 writes a column for InvestmentNews, CNBC, Investment Advisor, and has been a featured columnist in Agent’s Sales Journal, AdvisorOne Magazine, ThinkAdvisor and Multi-Housing News, among others.
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. Department of Agriculture, the Internal Revenue Service, and the U.S. Army, 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. 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 16 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.
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.
The challenge for financial advisors today is to provide financial services and create new advisor-client relationships that match the expectations and experiences of the next generation of investors. New generational attitudes have surfaced in response to the Great Recession and its aftermath and advisors need to understand not only each generation’s characteristics but also each generation’s distinct anxieties and concerns prompted by the downturn.
Some figures that reflect the coming changes:
– The 40 to 59-year-old demographic among potential clients will only grow 1% between 2005 and 2020.
– 29% of wealthy investors are under 50 years of age and they control 37% of potential investment assets, representing $18.6 billion in potential revenue for advisors.
– Investors between 18 and 50 years old will inherit more than $41 trillion in assets by 2052.
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.
The next generation of financial services client has arrived. They will not tolerate being treated the same way their parents were treated. Learn what they want in this exciting and impactful presentation.
Four Generations In the 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?
– 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.
Selling Across the Generations
For decades, financial services have focused on demographic groups that are moving into and past retirement, such as the Matures(born before 1946) and older Baby Boomers (born 1946-64). Now, new generations are moving into age ranges that make them the prime market for financial services.
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?
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.
Worksheets are available for a quick 5-minute exercise to ensure take-away ideas and behaviors.
“It was great to see such a large group of people engaged and fascinated by a presentation.”
– Sandra B. Smith, Vice President of Human Resources, Blue Cross
“That was one of the best meetings I have been to in the 28 years I have been selling real estate.”
– Nancy S.,Charlotte Regional Realtor Association.
“I wanted to again congratulate you on a very successful presentation at our 2005 Spring General Manager Meeting.”
– Mark Miller, Vice President, Enterprise Rent-a-car
“Much has changed over the years, which your presentation brought to the forefront and provided information that was very eye opening.”
– Joni Watson, Human Resources, Wells Fargo Home Mortgage
“On behalf of Raytheon University Programs, we want to thank you for doing an outstanding job at our Annual Conferences in Tucson, LA and Falls Church.”
– Jeff Goodman and Marie Totah, Managers, Raytheon’s National University Programs