Be honest: Be transparent about what you are doing and share your success and your challenges. Don't just make stuff up, make sure whatever you do say or claim is backed up and easy for the reader to understand. Seventh Generation report on all the things that are wrong with its product and that it is still working on those areas. Innocent included on its fruit juice bottles how much of the content was recycled and that they were working on the rest (a year later they were at 100%). Avoid abusing consumers 'concern for the environment or taking advantage of their possible lack of knowledge in this area.