When his dreams of becoming an ice trucker were crushed by climate change, James McGregor founded the Blue Tribe Company, a multi-award-winning business that combines behavioural science, storytelling, and data-driven strategy to inspire action where it matters most.
With over 20 years in sustainable innovation—including 13 at CSIRO—James has led everything from world-record-breaking solar projects to carbon capture technologies. Now, through Blue Tribe Media, he’s turning purpose into prime time—creating TV shows audiences love, each built around a science-backed behavioural framework that moves people to take real, positive action.
His shows tackle everything from food waste to energy efficiency, airing in 31 countries on platforms like Channel 9, Hulu, Disney+ and Discovery Channel.
A former Army Officer and Cambridge alum, James is also an author, podcast host, TV producer, and in his spare time, a volunteer surf lifesaver.