Let customers participate. Make customers part of the solution by telling them how supporting your business will further your sustainability endeavors. They will feel more inspired if they know they are contributing. Consider TerraCycle, a fast-growing company that sells products made from waste. Its Web site gives an ongoing tally of how much trash it’s diverted from landfills. It  launched a program that lets consumers join “brigades” that collect various kinds of waste the company will recycle.