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When Generations debuted in March of 1989, 22-year old college student Adam Marshall visits his father, Henry Marshall, at one of the five ice creams, owned by his father and mother, Ruth. Despite being in college and earning an MBA, Adam is very carefree and free-spirited, who is also a lady's man. He also attends college with his childhood friends, Sam Whitmore and Monique McCallum, in addition to working as a cab driver.

As his storyline unfolds, Adam graduates from college and eventually becomes an up-and-coming junior executive within the Hale Hotel chain. He begins an affair with Doreen Jackson , the wife of business mogul Martin Jackson, who is also business partners with his father. Adam and Doreen were unaware of the other person's identity at the time of the affair.

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