TokuGo Welcomes Dr. James Demastus as Conscious Growth & Sustainability Adviser
LONDON — October 24, 2025 — TokuGo AI Ltd proudly announces the appointment of Dr James A. Demastus to its Advisory Board as Conscious Growth & Sustainability Adviser. In this role,
Dr Demastus will help guide the company’s mission to scale ethically and sustainably—embedding responsible innovation, environmental stewardship, and social value creation across its global operations.
“We’re honoured to welcome Dr Demastus to the TokuGo Advisory Board,” said Gaël Dubé, Founder & CEO of TokuGo AI. “His deep academic insight, cross-sector experience, and commitment to strong sustainability principles will help us ensure that growth and consciousness evolve hand in hand as we redefine spatial commerce.”
A distinguished leader in sustainability and business transformation
Dr Demastus is a sustainability scholar and former global finance executive whose career bridges academia, corporate leadership, and sustainability research. He earned his PhD in Business and Territorial Competitiveness, Innovation, and Sustainability (CETIS) from the University of Deusto in Bilbao, Spain, graduating Cum Laude with International Mention. His doctoral work—“Exploring the Relationship Between Strong Sustainability Theory and Operational Factors of Business”—examined how companies can move beyond traditional ESG models toward measurable, transformative impact.
His research has been published in top-tier journals, including:
Business Strategy and the Environment — Top 10% most viewed paper of 2024
Industry and Innovation — Exploring the nexus of organisational culture and sustainability for green innovation
Dr Demastus has presented at leading global conferences such as the International Sustainable Development Research Society (ISDRS), the Academy of Management, and the International Association for Business and Society. He also contributes to journals including Future Business Journal and Humanities and Social Sciences Communications.
Before entering academia, Dr Demastus held senior financial leadership roles across the U.S. and Asia, including Chief Financial Officer at Midori Inc., Finance Director at ActiveCraze Inc., and Accounting Manager at SupplyFrame Inc., where he managed international operations across Europe and Asia. His unique blend of financial acumen and sustainability expertise allows him to translate theory into scalable, real-world strategies for responsible business growth.
“Conscious growth is the future of innovation,” said Dr James Demastus. “TokuGo’s vision of merging AI, XR, and Web3 technologies to create value responsibly represents exactly the type of future-ready ecosystem I want to help shape.”
Guiding a sustainable and ethical future
As TokuGo scales its spatial commerce ecosystem, Dr Demastus will advise on:
Embedding sustainability by design across AI, XR, and blockchain systems
Defining measurable ESG frameworks tied to operational growth
Ensuring ethical innovation and transparency in data and AI practices
Establishing conscious growth standards for brand and retail partners globally
About TokuGo
TokuGo is a next-generation spatial commerce platform that merges AI, XR, and Web3 to turn shopping into a gamified, immersive experience. Users explore real-world environments to discover personalised deals, earn TokuCoinz, and engage with brands in new, interactive ways. Headquartered in London, TokuGo operates globally, empowering brands to connect with conscious consumers through sustainable, privacy-first innovation.
