Diana Schnetgöke


Living Culture Day #PassionforFuture

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The past year and a half have shown that we can achieve anything and everything together. Within a short space of time, we reacted to an entirely novel situation and faced the challenges associated with it. Alongside virtual and hybrid meetings, it is now once again possible to meet one another in person. Thanks to these new freedoms we really have passion for the future – which is the exact motto for this year’s Living Culture Day.

Our Guiding Principles are both a mission and a promise. Combined with our objective, “We won't stop until everyone is connected” and our Living Culture, these are the guardrails which define how we deal with one another as well as with our customers. They are the cornerstones of our conduct. With this in mind, we celebrate our Living Culture Day every year in September – this year with the motto “Passion for the future”.


On a range of different platforms – virtual, on site in our offices, or hybrid – we reflect on our culture and seek out opportunities to make our living culture even more perceptible. Take the Leadership Talk for example. This is all about listening, discussion, and inspiration. As role models, managers shared their personal experiences and examples of best practice for our Leadership Anchors. Another example is the Sales & Service unit, where those who delighted their customers were nominated. Colleagues who bring the motto “I am T – count on me” to life because they solve customers’ issues right away and keep at it until everything is working smoothly. All this clearly shows how our culture shapes our work.

As a highlight, we decided to take on a very special challenge: we asked our colleagues across the world to perform for our living culture song – in every kind of way imaginable. Freestyle dance performances, together with their colleagues in the office, rehearsed choreography, home percussion using whatever they could find at home, or even more professionally using their own musical instrument. Everything was possible. All of the submissions were put together to make this breathtaking “Together Remix”. See for yourself how #PassionforFuture feels.


For a good cause

With the diverse range of campaigns worldwide and our social media channels, we created a momentum that we wanted to use to generate added value. Thinking and acting sustainably is very important to Deutsche Telekom. That’s why we want to combine both aspects: for each post shared on social media with the hashtag #LustaufZukunft or #PassionforFuture, 1 euro will be donated to One Earth – One Ocean e.V, up to a total of 10,000 euros.

226,000 experiences worldwide

We are overwhelmed and proud to see so much commitment and team spirit of our colleagues in 34 countries worldwide. They have shown that we can stand together even in difficult pandemic times. That makes #PassionforFuture.