Beautifully Imperfect: The Story of Dani Baker
A Conversation on Community, Storytelling, and the Human Side of Sustainability.
About the Series
"Beautifully Imperfect" is a series about the real, messy, and inspiring work of making sustainability a reality. In this conversation, we sit down with Dani Baker to explore her journey—the pivotal moments, challenges, and lessons that have shaped her approach, the power of community in driving change, and why storytelling and human connection are just as crucial as data in making sustainability happen.
Meet Dani Baker
Dani Baker is a sustainability professional with over 15 years of experience across various facets of apparel sustainability. Throughout her career, Dani has worked with NGOs, founded industry working groups, and developed strategies for traceability, scope 3 emissions, and water conservation. Her true passion lies in community and stakeholder engagement, where she’s spent the last eight years creating spaces for connection, learning, and equitable contribution. In 2025, Dani founded Natural Rebel, a platform that hosts Sustainable You Circles—bringing together women in sustainability to navigate the complexities and emotions of the field, while empowering them to realign with their purpose in sustainability.
Our Conversation
Can you tell us about yourself, your work, and what excites you about it?
I've been in sustainability for 16 years, working across environmental impact—raw materials, supply chains, carbon, water, waste, and ethical trade. But for the last eight years, what has excited me the most is building communities. Now, my work focuses on creating spaces where people can connect, learn, and contribute equitably. Not everyone feels comfortable speaking up, so I explore ways to include diverse voices, especially suppliers and SMEs, who often have the least power but invaluable insights.
What sparked your interest in sustainability—was there a defining moment for you?
My defining moment came during my first year at the London College of Fashion. An NGO visited a Buying course I was in and talked about working conditions in the supply chain. I was 18, and it was the first time I’d really considered the industry's impact. It hit me hard—I suddenly realized I was stepping into a field that could wield its power irresponsibly. What shocked me even more was that others in the room didn’t seem as affected. That was my wake-up call. Before finishing my degree, I started attending events at the Ethical Fashion Forum, which led to my first volunteering experience in sustainability. From that point on, I knew I had to focus on sustainability and human rights. I knew I had to join the change.
How has your perspective on sustainability evolved over time?
In the early days, sustainability felt like an internal sales job to me—convincing commercial teams to invest in more sustainable yet expensive raw materials. Then it shifted into a big focus on measurement, which helped bring sustainability to the boardroom and gradually integrate it into business targets. Somehow it made our work simpler. Yet, while it made sustainability more tangible, it oversimplified its complexity too.
Regulations and data-driven approaches help, but they risk making sustainability rigid and transactional; dampening the innovation that happens in the industry. Sometimes I do get worried that we’re losing the human side of things—the stories, the lessons from suppliers, the engagement that truly drives change. Sustainability isn’t just about hitting numbers; it’s about leading with heart. If we only focus on metrics, we miss the deeper purpose that makes this work meaningful.
What have you learned about bringing businesses on board with sustainability—what's been easiest, and what’s been hardest? Any tricks you picked along the way?
The biggest lesson? Sustainability efforts often hinge on individuals. If a champion leaves, momentum can stall. That’s why embedding sustainability into a broader group is key. Having cross-functional champions—people from commercial, marketing, data, and leadership—helps spread ownership and makes initiatives more resilient.
Being part of such a community is empowering, and when possible, field trips can make the work feel real and deeply meaningful. Encouraging volunteers for these initiatives is also a great strategy while recognizing contributions and celebrating wins keeps the momentum strong. But the most overlooked (yet crucial) piece? Gathering feedback from stakeholders to keep refining and strengthening the approach.
What key gaps would you say remain unaddressed for businesses to fully integrate sustainability into their core operations, and how could we address them?
One big gap is the undervaluation of stakeholder engagement. The businesses that succeed in sustainability are the ones that engage, share, and support each other. It’s about learning from the broader community, not just your own experience.
Then there are the usual barriers—resources like time, people, and money—but also the challenge of retaining talent. A lot of sustainability work is driven by individuals, so when there’s high turnover, progress stalls.
Another big shift I’ve noticed is the loss of emotional intelligence in this space. Sustainability used to be about innovation, experimentation, and being okay with not having all the answers. But as we’ve simplified it to get leadership buy-in, we’ve lost some of that openness. We need to get comfortable again with saying, We actually don’t know how to do this—can you help us? Instead of just pushing for answers, we should be creating space for honest conversations.
Have there been small, imperfect steps that ended up making a big difference?
Absolutely! A small but significant step has been joining a chat group of about 150 people. It’s a space where questions get posted all the time—not everyone has the answers, but they know where to point you. With so many sustainability resources out there, it’s impossible to navigate alone. This kind of community makes a huge difference, helping everyone move faster. In the end, people don’t want to spend all their time demonstrating sustainability—they just want to take action. The more we share, the more aligned the industry becomes, and the more everyone benefits.
What helps you stay motivated—any mentors, communities, or resources?
I turn to two mentors for guidance, but my biggest motivator is the wider community. It’s filled with passionate, purpose-driven people, and even a simple coffee chat can be incredibly cathartic. That’s why I launched Natural Rebel—it’s all about community. No one has it all figured out, but having support along the journey makes all the difference.
Can you share a moment when you felt real progress was happening?
I was really proud of how the Working Group for MMCF (Man-Made Cellulosic Fibers) came together while I was at a retailer. When the Changing Markets report exposed issues in the man-made cellulosic fiber industry, there was a risk brands might just cut ties with suppliers. But instead, we leaned into storytelling and community-building to drive real change. Rather than acting in isolation, brands and retailers united, simplifying communication with producers and allowing them to focus on improvements. Different stakeholders played key roles—ZDHC developed MMFC guidelines, and the Textile Exchange expanded its work on man-made cellulosic fibers—creating a strong collective effort.
What I’m most proud of, though, is how we engaged with campaign groups. Instead of hiding or reacting defensively, we said, “We didn’t know this—help us understand and fix it.” That openness shifted the dynamic, making campaigners part of the solution. We also allowed space to grieve. It’s easy to jump straight to solutions, but truly seeing the harm being done fueled our commitment to change. And ultimately, it was storytelling—not fear—that moved people. Data is important, but as I said previously, sustainability is most powerful when we lead with our hearts.
To wrap up, what’s one thing you’d ask a business leader if we’re to be truly serious about sustainability?
Be open to hearing stories of progress, not just metrics.
And what’s one practical piece of advice you’d give to a fellow sustainability professional?
Find a way to join a community—in any shape or form, just dive in! If you don’t know one, ask around. And of course, I have to mention Natural Rebel—join the women’s circle!
That’s a beautiful reminder that we don’t have to figure it all out alone. Thank you, Dani, for sharing your journey and wisdom with us!
Want more?
This conversation is part of "Beautifully Imperfect", a series about the real, messy, and often nonlinear process of making sustainability a reality. Through honest conversations with sustainability professionals, design practitioners, and business leaders, we explore what it takes to drive change—without waiting for perfection.
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