Justin Bieber Launches Clean Water Company ‘Generosity’ at FIFA World Cup in Qatar

The singer is on a mission to make the world’s best drinking water more sustainable.

Justin Bieber, along with the co-founder of Generosity Water, Micah Cravalho, are committed to providing sustainable drinking water to the entire world, for which they have installed 150 water fountains at the FIFA World Cup in Qatar.

Talking to CNN, Justin Bieber said,

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.

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

During their visit to Qatar, they met with the ruling Emir, Sheikh Tamim bin Hamad Al Thani’s sister, Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, and discussed the project with her.

Speaking on it in a press release, she detailed, “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”.

Generosity, a water technology company, offers alkaline water in refillable fountains around the world. Its two-fold goal is to provide premium water and reduce single-serve plastic.

Interestingly, Generosity can connect to any water source and is able to make premium refillable alkaline water via its sustainable fountains, which, it claims, will be available commercially at major venues and festivals as well as in homes by 2023.

This isn’t the first time that Justin Bieber has taken initiative to support philanthropist efforts. He previously raised more than $3 million for Pencils of Promise, First Responders Children’s Foundation 2020, with Ariana Grande to help third-world nations build more schools.

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