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GreenNurture is one of 65 companies chosen by VentureBeat to launch at the DEMO Spring 2010 event taking place this week. These companies do pay a fee to present, but our coverage of them remains objective.

GreenNurture, maker of an application that helps employees contribute to the sustainability of the companies they work for, is launching at the DEMO conference in Palm Springs, Calif. Using social networking and rewards systems, the platform gives people incentives to change their behavior to save energy and other resources.

The company analyzes 30 variables related to how people go about their business at work every day. It conducts surveys and collects data from how users interact with one another. It can detect minimal shifts in company culture and attitudes toward environmental practices, and GreenNurture users can watch their workplaces becoming greener over time.

Unlike similar systems that require employees to adhere to environmental guidelines and standards, the GreenNurture app is collaborative. It provides a forum for whole staffs to make recommendations for how to reduce energy costs and limit company carbon footprints. At the same time, it tracks how much electricity and water its being used and how much waste is being produced.

Companies are assigned an overall score based on how they are performing called a Green Action Index, which changes continually. The core of the system is to encourage all employees to make small changes in the right direction. The rewards system is powered by RecycleBank, which gives employees points for on green activities that they can cash in for goods and services from more than 2,500 local and national businesses.

“Macro programs usually require large investments and trailing ROIs,” says CEO Derrick Mains. “Because GreenNurture is about using the resources you already have — your people — and using them more efficiently, the investment is so minimal that any size company can do it.”

Mains argues that companies today are under-using their human capital when it comes to becoming more green. With the economy still week, saving costs and boosting profits is more important than ever. Giving employees a stake in making this happen makes them feel more connected to their employers, according to GreenNurture.

As is, the application can be deployed throughout a company in less than 20 minutes. In the short term, the company will try to sell it to businesses with 10 to 10,000 employees, and it’s already in talks with a number of larger companies, universities and municipalities for wide deployment.

Based in Tempe, Ariz., GreenNurture has raised angel funding. It offers a free 30-day trial. Here’s a short demo:

And here’s the company’s demo from the show:



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