Communication with a Lasting Impact

Deutsche Telekom

Grüne, bewachsene Hügel vor einem hellgrünen Hintergrund, eingerahmt von auffälligen, pinken grafischen Formen im Vordergrund. Das Bild wirkt modern und abstrakt.

Sustainability is worthwhile and a commercial benefit. Deutsche Telekom is convinced of this and has been tenaciously pursuing green and social objectives for many years, transparently communicating its measures and progress.

Do good and talk about it 

From the outset, the company has set itself ambitious ESG (Environmental, Social, and Governance) targets. In the "green" sphere, its ambitions even exceed legal requirements: for example, the company aims to be climate-neutral by 2040, ten years earlier than the Green Deal stipulates. To achieve this, it will cut at least 90 per cent of its emissions; only the remainder may be offset through CO₂ sequestration projects. In the social sphere, it is committed to combating online exclusion and disinformation, and promotes digital literacy and thus digital inclusion.

Green AI principles

Our task

To use bespoke media relations to highlight Deutsche Telekom's green and social profile, generate even more visibility, and underscore its pioneering role.

How we made sustainability visible

  1. Clear and target-group-specific media relations 
    We broke down the complex topic of sustainability in all its facets into an understandable format and placed it in various analogue and digital media. Our many years of experience with ESG topics were a distinct advantage here.
  2. Thought Leadership 
    We supported Deutsche Telekom in positioning itself as a thought leader in sustainability through targeted communication at an executive level.
  3. Green AI as an example of sustainable innovation 
    Deutsche Telekom was one of the first companies to develop principles for green Artificial Intelligence. It demonstrates that and how sustainability can be embedded in future technologies. We prepared these principles in text and graphic formats so that Deutsche Telekom could clearly communicate its claim to thought leadership.
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