Justin Bieber launches clear water firm Generosity Water at Qatar’s World Cup


Justin Bieber is on a mission to make the world’s consuming water extra sustainable.

Bieber and Micah Cravalho have advanced bottled water model Generosity right into a water expertise firm that’s offering premium alkaline water in refillable fountains throughout the globe. They showcased 150 water fountains this month on the FIFA World Cup in Qatar. Bieber spoke concerning the model’s social affect initiative in an announcement to CNN.

“I want the world to have access to the best water. I also want countries to know how to best protect their people. The overuse of plastic is hurting us, we need to be more sustainable,” Bieber stated.

Generosity is aimed toward not simply offering premium water however lowering the utilization of single-serve plastic.

“We aspire to be the global leader in water technology, empowering consumers with refillable products as an alternative to single-use packaging,” stated co-founder Cravalho.

Bieber and Cravalho not too long ago visited Qatar and met with Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, the sister of nation’s emir.

Having participated in seashore clean-up efforts in Qatar for a few years, I’ve witnessed first-hand the impact of air pollution on our pure atmosphere. By way of initiatives resembling these undertaken by Generosity and the Supreme Committee, and initiatives such because the FIFA World Cup Qatar 2022 Artwork water bottles, which deliver collectively the worldwide creative neighborhood to advocate for a extra sustainable future, we’re all inspired to play our half throughout the World Cup and past,” Al Mayassa stated in a press launch.

Generosity connects to any water supply and is ready to create premium refillable alkaline water allotted via their sustainable fountains which the corporate says shall be discovered commercially at main venues, festivals and in properties in 2023.

The Grammy Award winner has been on the forefront of social affect initiatives in Hollywood together with his involvement in organizations like Pencils of Promise, which builds colleges in third world international locations. He additionally raised over $3 million {dollars} for the First Responders Kids’s Basis with Ariana Grande in 2020 with their “Stuck with U” collaboration.