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Pete Trainor, founder & Director of Human Centred Design for Nexus, voted onto the executive committee of BIMA (British Interactive Media Association)

Pete Trainor the founder and director of Human Centred Design at Nexus in London has been voted via ballot onto the executive committee of BIMA (the British Interactive Media Association) by its members.

BIMA has offices in England, Scotland and Wales. BIMA exists to do four key things; Support and promote the British digital industry, Share knowledge and best practice, Reward great work, Encourage the next generation of digital talent. BIMA is managed by an elected committee of leaders from every part of the digital sector.

Trainor is an entrepreneur and digital disruptor who brings 20 years of experience to the BIMA committee and has worked in many of the worlds biggest agencies, as well as across the start-up sector.

His business Nexus uses behavioural design, artificial intelligence & data driven tech to help solve societal issues. The company is split into three parts, Nexus.Design which helps clients such as RBS to design solutions based on human factors. Nexus.Tech which creates experimental apps & services using data to monitor, support and help people suffering from mental health conditions. The final part of the business is Nexus.Help which supports employees in the digital industry battling with mental health conditions.

In his new role he will be championing greater inclusion, understanding and support for start-ups, and awareness and support for mental health across the industry.

Trainor said:

"The digital industry in the UK is the best place in the world to innovate and grow talent. BIMA are an incredible organisation doing some amazing work across the whole country and it's a real privilege to be asked to join the executive. I'm really excited to get stuck in and use all the knowledge and contacts I have to help BIMA expand but also to make sure BIMA is using it's influence in really positive ways, like the support of mental health across the industry".

"We work in one of the most vibrant industries in the world - Designers, Creators, Hackers, Makers & Thought Leaders - and yet I still see so many great & talented people burning out because of time pressures & stress related conditions. I see people who walk alone in crowded offices afraid to speak up & that's no longer good enough. It has to stop and the stigma and discrimination attached to mental health and depression has to be removed".

"The scale of the problem is huge. Over 350 million people in the world are affected by depression. To give that massive number some context, think of the population of the United States".

"We can actually design new evidence-based support tools using all the same technology we sell to clients and really give a strong emphasis on recovery to help people to live the lives that they want to lead. Work in good environments, with sensible hours & management teams that support them. But there is so much more to be done, especially on common mental health conditions like depression. We all have a part to play in achieving this. We all need to be setting an example for everyone to follow".

"Mental health conditions are common – at any one time one in six people has a common mental health condition like anxiety or depression. People with mental health can find it incredibly hard to stay in – or even find – employment within our industry. The estimated cost of mental health to the UK economy is between £70 and £100 billion each year, arising from sickness absence, benefit provision and loss of productivity".

"1.2 million people receive financial support because of their mental ill-health, and since 2009, the number of working days lost to stress, depression and anxiety has increased by 23%. It is clear that we need to look at what we, as an industry, are doing to help address those figures".

"What I've witnessed first hand, unfortunately, is actually a flagrant contribution to the scale of the problem from agencies who pitch their staff into the ground. Agencies that make it almost a social norm to work people 12, 14 or more hours a day. I've seen startup entrepreneurs who work tirelessly pursuing their dream to the detriment of their health & I've felt cultures based around stressful conditions - it's sad".

"I plan on using my position with BIMA to raise awareness of the issue & hopefully make some small contribution to turning the problem around. I can enhance the role of the employer to support mental wellbeing rather than crush it".


Pete Trainor is a digital design psychologist, public speaker, accidental polymath and founder of Innovation Lab NEXUS in London. He talks all over the world on creative & social technologies & the physiological and psychological effects on their audiences. Pete regularly appears in UK national and international press as an analyst on digital media, creative industries, emergent technologies, and tech markets. In 2015 he presented at TEDx, challenging the audience to consider the biological effects of the apps & services they use on an everyday basis.

He has a very simple mantra: Don't do things better, do better things.


Pete Trainor
07968 718108