Everything you need to know about the #GreenMagenta and #GoodMagenta sustainability labels at a glance: Learn what the labels stand for, the criteria used to award them, and how they highlight Telekom's more sustainable offerings.
Telekom awards the #GreenMagenta or #GoodMagenta label to its own products, services, or initiatives that demonstrably offer one or more sustainability benefits. A cross-functional committee makes the award decision. Beforehand, the product or service must undergo an impact assessment of its environmental and social effects. TÜV Rheinland has validated and certified the process.
The #GreenMagenta and #GoodMagenta labels make our milestones on the path to a more sustainable Telekom more visible. They are not certificates; for us, they are a small step toward greater transparency. They help our customers and other stakeholders make decisions. At the same time, they encourage our employees to set new standards in the areas of „Umwelt“ and „Digitale Teilhabe“.
We use two labels because there are two different categories: "Environment" and "Digital Inclusion." #GreenMagenta represents the "Environment" category. This category identifies products, services, projects, measures, and initiatives that make a positive contribution to greater climate protection and the responsible use of resources. #GoodMagenta represents the "Digital Inclusion" category. This category identifies services, projects, measures, and initiatives that make a positive contribution to addressing social and societal challenges in the digital world.
The committee currently consists of internal Telekom experts who work in areas including sustainability, climate action, and social responsibility. We aim to further develop #GreenMagenta and #GoodMagenta through dialogue with society. External sustainability experts advised us on the label's development. TÜV Rheinland has validated and certified the award process, including impact measurement.
The award process includes a professional impact assessment that identifies the product's environmental and social impacts. Examples in the "Environment" category include significantly reducing electricity use or supporting the circular economy—measures that substantially reduce the CO2 footprint.
Examples of criteria for the "Digital Inclusion" category include promoting media literacy or enabling accessible use. In our assessment, we align with the United Nations Sustainable Development Goals (SDGs).
We continuously develop #GreenMagenta, #GoodMagenta, and their criteria. We always welcome your feedback, including additional ideas, suggestions, and proposals for improvement.
We have established clear rules for awarding #GreenMagenta and #GoodMagenta. All employees can nominate Deutsche Telekom products, services, or initiatives, assess their environmental and social impact using impact measurement, and apply for the label. Our panel of experts then decides whether to award the label based on our defined criteria. TÜV Rheinland has validated and certified the award process, including impact measurement.
An internal team of experts developed the criteria in collaboration with external experts. Together with our stakeholders, we continuously refine these criteria. The award process now also includes professional impact measurement, for example.
The criteria were selected to address both our sustainability goals and current social challenges. We drew on a wide range of feedback to further develop the criteria. We also sought advice from independent experts in developing the criteria. TÜV Rheinland validated and certified the award process and impact measurement.
No, we do not see it that way. With the #GreenMagenta and #GoodMagenta labels, we want to contribute to greater transparency while raising awareness of sustainability. We use #GreenMagenta and #GoodMagenta only to identify relevant, verifiable progress in the areas of "Environment" and "Digital Inclusion." The label explains exactly what the designation refers to in a short sentence below the icon. TÜV Rheinland has validated and certified both the label-awarding process and the impact measurement. As the market evolves and progress can be caught up with over time, the sustainability benefits must be reassessed after 12 months.
No! Products can, of course, offer sustainability benefits in both categories. However, we label them only in the category where they offer the greatest sustainability benefit.
The "Digitale Teilhabe" category highlights services, measures, and initiatives that make a positive contribution to addressing social and societal challenges in the digital world. Digitalization opens up many new opportunities for participation in society. At the same time, it is important to assess the risks of digital communication realistically. We want to make sure no one is left behind in the digital society. That is why, for example, we support media literacy among children, young people, adults, and older adults.
It is important for children and young people to learn how to use digital media safely and confidently and to understand and evaluate information. They should not only consume media, but also use it purposefully and create their own content. This enables them to participate in our digital world. Telekom promotes digital media literacy through a range of initiatives and projects – not only for children and young people, but for people of all ages.
No, that’s not correct! We apply sustainability standards to all our products. This is reflected, among other things, in the strict requirements we set for our suppliers. The #GreenMagenta and #GoodMagenta labels highlight particularly positive examples of environmental and social sustainability. Compared with other products available on the market, labeled products and solutions must offer significant environmental or social benefits.
No. Many of our fixed-line devices, for example, carry the “TÜV Green Product” label. External labels complement our in-house labeling. The introduction of the #GreenMagenta and #GoodMagenta labels has not changed that.
If you have a question that goes beyond the frequently asked questions listed here, feel free to send us a message using the “Verantwortung” contact form. Contact form
The original idea behind having our own label—making our commitment more visible and creating greater transparency—remains unchanged. The extensive approval process conducted by a committee also remains in place. Only the way products and services are identified is changing to #GreenMagenta and #GoodMagenta. Less "we care," more "we do"—that describes the shift to the new labels for offerings that are particularly environmentally or socially sustainable.
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