James Payne

James Payne is a leading regenerative business practitioner and strategist, currently serving as Director, Purpose of Business at Forum for the Future. With more than twenty years’ experience across consultancy, industry and NGOs, he specialises in helping organisations redefine their role in society by embedding just and regenerative principles into their operations. At Forum, he leads work on the shifting expectations of business in a volatile world, supporting executive and non-executive directors to demonstrate visionary leadership and drive transformative change. As lead author of ‘A Compass for Just and Regenerative Business’, he has been instrumental in shaping how business leaders respond to systemic disruption and rising social and environmental challenges.

Earlier in his career, James built a strong foundation in brand marketing, holding senior roles at Diageo including Assistant Brand Manager for Guinness, Brand Manager for Smirnoff Ice, and later for Smirnoff and Bushmills Whiskey. During this period, he was recognised for delivering the best global brand relaunch, a reflection of his creativity and strategic skill. In 2011, he pivoted towards sustainability, earning an MSc in Business and the Environment from Imperial College London, and went on to integrate sustainability into business practice through various consultancy and leadership roles. This included serving as Director of 6heads, a network focused on sustainable innovation, and Sustainability Business Lead at Independents United.

Since joining Forum for the Future in 2019, James has progressed through several key roles including Associate Director of Transformational Strategies, Global Head of Purpose of Business, and now Director, Purpose of Business. He has led major strategic initiatives for organisations such as Diageo, Target, and Royal Enfield, and worked on applied futures projects with Amazon, Henkel and Pearson. His work focuses on reconfiguring value chains, transforming consumption, and helping businesses act in ways that support a more hopeful, liveable future. His ability to bridge strategy, marketing and sustainability enables him to guide leaders through complexity towards credible, future-fit solutions.

James is a highly regarded speaker and facilitator, known for his compelling presentation style and ability to inspire action. In 2024 and 2025, he has led and moderated high-profile sessions at events including Economist Impact’s Sustainability Week, the Net Zero Festival, the British Retail Consortium’s CEO Climate Exchange, Reuters Responsible Business Europe, and the UN Global Compact Network UK Annual Summit. His career is defined by a commitment to challenging convention, championing the role of business as a force for good, and enabling systemic transformation towards a just and regenerative future.