These cannot be zero, but we should minimize them. Being smarter about how to do things, including environmental considerations in our choices of what to make, buy, use. Provide the public with good sound data about what has been accomplished, and what remains to be done, and measure public's understanding of the environment and what affects both good and bad. A healthy environment is a matter of pride. There are differences of opinion on the exact effects of economics, health, and so on, but there is no question that a community with a healthy environment has something to take pride in.
Nobody likes to be ashamed or be always apologizing for the place where they live.
Education and communication must reach out to diverse groups. There is a lack of balanced, well-informed media coverage on environmental issues. The rules for good environmental performance keep changing, either because of new research or new legal decisions. In many situations the laws are actually in conflict with the best ways of achieving the goal of environmental health. Legal decisions made in adversarial situations and politically popular but ill-conceived ideas often have us working hard but not on the right things.