Lia Braaten Hager, design vice president for Global Home Care at Procter & Gamble, to deliver commencement address for the College of Architecture, Arts, and Design
When alumna Lia Hager ’98 returns to Blacksburg to deliver the commencement address for the College of Architecture, Arts, and Design, she plans to talk with students about something she knows very well: “the courage it takes to create something new — especially when others can’t yet see the value.”
It’s a theme that’s shaped her own career journey, from the studios in Cowgill Hall to the boardrooms of one of the world’s largest consumer goods companies. As vice president of design for Global Home Care at Procter & Gamble (P&G), Hager has spent more than two decades championing an environment of creativity and innovation. Her ability to advocate for design thinking and challenge the status quo helped her rise through the ranks and build a talented and diverse global design team that now influences products found in millions of homes around the world.
“When I joined Procter & Gamble in 1999, I thought I would stay for five years or so,” Hager said. “I did not see myself as someone who would succeed in a corporate environment. I discovered that I could apply the skills and approaches that I learned at Virginia Tech in ways that could benefit the business and enable others to be successful.”
Hager’s message to graduates will reflect those skills that she first learned as a Hokie and fine-tuned throughout her career, with a nod toward encouraging members of the Class of 2025 to embrace bold ideas and thoughtful risk-taking.
As she prepares to speak to a new generation of Hokie designers, artists, architects, and performers at the college’s spring commencement ceremony, Hager supplied some insights about the task before her, growing up on and around campus, what inspires her, and the mindset that leads to career success.
What was your first thought when you were asked to be the college’s commencement speaker?
Surprised, deeply honored, and slightly terrified.
Knowing that commencement is a very emotional and fleeting moment, what are you planning to say or talk about?
I’ll be speaking about the courage it takes to create something new — especially when others can’t yet see the value. Drawing from my experience building a creative capability inside a global company, I’ll share how bold imagination and a willingness to challenge the status quo can drive meaningful change.
Who is the best commencement speaker you’ve ever heard? Why were they memorable?
I loved Roger Federer’s commencement speech because he was so authentic, humble, and accessible and gave really practical life advice. [The former professional tennis player delivered the commencement address at Dartmouth in spring 2024.]
How did Virginia Tech influence you?
I grew up in Blacksburg and was in the architecture school and on campus as a young child, so I had a unique experience at Virginia Tech. I came back to Blacksburg for grad school after working in Chicago and New York City. I think because I came back as an older student, I more deeply appreciated the opportunity to learn in a program that focused on critical thinking, problem solving, and the creative process — not just creating bright, shiny design objects.
What is your fondest memory from your Hokie experience?
While it was intense and challenging, I loved my thesis year. I got completely immersed in the project and felt like I learned so much about myself as a designer.
What has your career path been like? How did you end up where you are?
My career path has been unexpected. When I joined Procter & Gamble in 1999, I thought I would stay for five years or so. I did not see myself as someone who would succeed in a corporate environment. I discovered that I could apply the skills and approaches that I learned at Virginia Tech in ways that could benefit the business and enable others to be successful. Over the 26 years I spent at P&G, I had amazing mentors and managers who supported and challenged me to take on more and more responsibility. Being a vice president was not a destination I anticipated, but one that I truly enjoyed.
Who or what inspires you and why?
Young designers inspire me. I had the opportunity to coach and mentor many new hires at P&G and was continually inspired and impressed by their creativity; it drove me to be more courageous in my own leadership. Helping business leadership to see and understand the power of their ideas fueled my purpose.
Any advice for current students, especially graduates who are ready to begin their professional journeys?
Have a growth mindset! Continuing to learn and grow, and challenging your own biases and ingrained ways of thinking throughout your career is so important. The world will change around you and to be successful, you will have to be agile and change with it.