How businesses are navigating Trump's second term (Zeno Group's Barby Siegel) | Rapid Response
About Barby
- Global CEO of Zeno Group, leading 750+ staff across North America, Europe, and APAC (2025)
- Advises Fortune 500 clients on business and societal impact through communications
- Pioneered Project Gap, a global Gen Z/Millennial advisory board for Zeno Group
- Led high-profile discussions with former U.S. Secretary of Commerce and World Economic Forum
- Recognized thought leader in DEI, ESG, and strategic C-suite communications
| 24:11
In anticipation of Monday’s presidential inauguration, businesses around the world are crafting their response and gearing up for four years of change. Barby Siegel, CEO of global communications agency Zeno Group, joins Rapid Response to explore how leaders should assess what issues are right for their business to speak out on, and how the new administration impacts the already evolving state of DEI, a polarized workforce, and more. While many executives feel intimidated by the increased societal pressure on businesses, Barby encourages listeners to instead embrace this new era as a hidden opportunity.
Chapters
00:00 Introducing Barby Siegel
01:08 How business leaders are preparing for Trump to take office
03:39 Concern around equity and sustainability efforts
05:36 When should business leaders engage in political issues?
10:41 The importance of internal communication
12:52 Understanding the risk and opportunity of speaking out
13:24 Strategically navigating DEI
15:51 Leveraging generational insights in business strategy
17:41 Embracing fearlessness in business decision-making
20:35 A time to reflect and reevaluate your practices
21:48 What’s at stake for businesses in the first 100 days of Trump’s presidency?
