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Cam  Marston

Cam Marston

Expert on the Generations

Biography

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. Read More >

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. 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. 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.

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 products of over 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. Read Less ^

Speech Topics

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. Read More >

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.

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. Read Less ^

Generational Selling Tactics

Tools like e-commerce and social media were supposed to make selling and marketing easier. Instead, they make buying easier and selling harder.

Consumers can easily research products, compare costs and reviews and even name their own prices. In the 21st Century marketplace, you can’t just give them a reason to buy, you need to give them a reason to buy from you. Since the decision to buy is 85% emotional and 15% rational, you need to connect with your customers and clients. Even more challenging, today’s marketplace is more demographically diverse than ever, with four distinct generations of active consumers. Understanding the generations helps us achieve that crucial connection that gets customers from all demographics closer to the emotional decision to buy from us.

This presentation will introduce you to the Matures, the Baby Boomers, Generation X and the Millennials, and describe the distinction between the “We” values of the earlier generations and the “Me” values of the later ones. It will also provide you with the hands-on how-to of connecting with and selling to each one regardless of your own generational background.

You will also see some examples of successful marketing and sales strategies that are targeted at specific generations. Attendees should walk away from the talk with a field guide and a to-do list that will equip them to expand their demographic sales horizons and to move prospects from any generation closer to that emotional “yes.”

Four Generations in the Workplace

For the first time in history, four distinct generations — Matures, Boomers, Xers and Millennials — are employed side by side in the workplace. With differing values and seemingly incompatible views on leadership, these generations have stirred up unprecedented conflict in the business world. Effective management of this generational divide is vital to longevity and success. In fact, it is the most important demand your company can make of its leaders.

In this engaging presentation, Cam Marston teaches audiences how each generation developed its core values, how that manifests in the workplace today and why they can all not only operate alongside each other, but do so with extraordinary success. This program provides the generational insight, concrete examples and specific approaches to help frustrated managers build the individual connections needed to boost employee performance and retention.

As you will learn, the only common ground is the intensity with which each generation holds fast to its value systems. Understanding and respecting those generational biases are critical to bringing out the best in every employee.

Connect with Cam Marston