Last week at Qatar World Cup, Justin Bieber unveiled Generosity, his new sustainable water technology company dedicated to reducing plastic use and making drinking water more sustainable.
The Generosity bottled water brand has been turned by Bieber and Micah Cravalho into a water technology company that sells premium alkaline water in refillable fountains. At the FIFA World Cup in Qatar, 150 of these fountains were installed to allow fans, players, and locals to have access to the premium water.
“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,” the 28 year-old star said.
The company’s goal “is to not only provide consumers with the best water for their bodies but also to reduce the use of single-serve plastics with their refillable water fountains. By simply connecting to any local water source, Generosity can process and dispense its premium alkaline water through these micro-hydration infrastructures.”
While in Qatar, the two business partners have met with Sheikha Al-Mayassa bint Hamad bin Khalifa Al Thani, sister of Qatar’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,” she said in a statement. “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.”
Cravalho, Generosity’s co-founder said the company aspires “to be the global leader in water technology, empowering consumers with refillable products as an alternative to single-use packaging.” He promised the sustainable fountains will be found commercially at major venues, festivals and in homes in 2023.
Bieber is socially involved in supporting various foundations, recently raising $3.5 million for the First Responders Children’s Foundation with the help of Ariana Grande through their single ‘Stuck With U’.