Navigating Digital Trends and Finding Balance
In the dynamic world of digital advertising, few understand the interplay between trends and human behavior as well as Sieun Ha, a PhD researcher at UT Austin. With her roots in strategic planning and a focus on digital consumer perceptions, Ha offers unique insights into how people engage with today’s ever-changing landscape.
“I’m not sure if this can be classified as a trend,” Ha began, “but many consumers seem to be fed up with the pace of changes in technologies, cultures, etc. Yes, we still see social media trends go viral every millisecond. But on the other hand, we can’t possibly keep up with those changes, and some consumers, including myself, have started to deliberately shut themselves from the exposure to the constant changes.”
Ha pointed to the popularity of TikTok’s “tradwife” cooking videos—like making butter from scratch—as an example of this shift. “I expect to see more slow-paced lifestyles trending,” she said, highlighting a growing preference for simplicity amidst digital overload.
A Global Perspective on Advertising
Ha’s six years as a strategic planner for Korean and international brands gave her a global lens on consumer behavior. “Working with so many brands in different markets made me realize how little I know. You think you got the hang of it, and the next day you realize you don’t,” she reflected. “Everything and everyone can be a source of inspiration—whether you’re an advertiser, marketer, or researcher. The key is to open up yourself to be inspired. This is why I really enjoy talking with my Uber or Lyft drivers.”
From Agency to Academia
Her transition from industry to academia was driven by a desire for intellectual autonomy. “If you work in any type of agency, you’re working for your client. In my case, I did a lot of research for my clients to address their issues, but I had my own questions,” Ha explained. “I wanted to conduct my own research to answer the questions I had, and now I’m here. At UT, I learned about the theoretical frameworks and research methods to examine my research questions. Now my positioning as a researcher stands somewhere between the ad industry and academia.”
Sarcasm as a Survival Tool
Balancing the pressures of advertising and academia requires resilience—and, for Ha, a sharp sense of humor. “For me, sarcasm is about keeping the psychological distance between your work, whether it is academia or industry, and your life. A lot of people fall into the trap of equating their work with their personal life, which often ends in a mental health crisis. And it helped me stay relatively sane on average—it’s a constant struggle.”
From her insights into consumer trends to her reflections on cultural diversity and humor, Ha’s journey showcases the human side of advertising and academia: thoughtful, adaptable, and always curious.
