Justin Bieber is on a mission to make the world’s drinking water more sustainable. Bieber and Micah Cravalho have evolved the bottled water brand Generosity into a water technology company that is providing premium alkaline water in refillable fountains across the globe. They showcased 150 water fountains this month at the FIFA World Cup in Qatar. Bieber spoke about the brand’s social impact initiative in a statement 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 said.
Generosity is aimed at not just providing premium water but reducing the usage 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,” said co-founder Cravalho. Bieber and Cravalho recently visited Qatar and met with Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, the sister of the country’s emir. Having participated in beach clean-up efforts in Qatar for many years, I have witnessed first-hand the effect of pollution on our natural environment. Through initiatives such as those undertaken by Generosity and the Supreme Committee, and projects such as the FIFA World Cup Qatar 2022 Art water bottles, which bring together the global artistic community to advocate for a more sustainable future, we are all encouraged to play our part during the World Cup and beyond,” Al Mayassa said in a press release.
Generosity connects to any water source and is able to create premium refillable alkaline water dispensed through their sustainable fountains which the company says will be found commercially at major venues, festivals, and in homes in 2023. The Grammy Award winner has been at the forefront of social impact initiatives in Hollywood with his involvement in organizations like Pencils of Promise, which builds schools in third-world countries. He also raised over $3 million dollars for the First Responders Children’s Foundation with Ariana Grande in 2020 with their “Stuck with U” collaboration.