Justin Bieber's venture, Generosity, has transformed from a bottled water brand to a worldwide water technology company. This company, co-founded with Micah Cravalho, provides high-quality alkaline water through refillable fountains worldwide. They recently unveiled 150 such water fountains during the FIFA World Cup in Qatar, aiming to enhance global access to clean water and promote reducing disposable plastic usage.
Speaking to CNN, Bieber shared his aspirations for global water access and environmental sustainability. He expressed his desire to protect the planet from excessive plastic usage, as it negatively impacts us all.
Cravalho elaborates on the company's mission: they aspire to be pioneers in water technology on a global scale, offering reusable products as a sustainable alternative to single-use plastic packaging.
During a recent visit to Qatar, Bieber met with Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani. Reflecting on their conversation, Mayassa commended initiatives like generous organizations and the Supreme Council, as well as projects like the Qatar World Cup 2022 Art Water Bottles, which unite global artists to advocate for a sustainable future.
Generosity's fountains can be connected to any water source and will produce high-quality, reusable alkaline water, as per the business's claims, set to be implemented at large events, festivals, and private homes by 2023.
As a prominent figure of social initiatives in Hollywood, Bieber has collaborated with organizations such as Pencils of Promise, establishing schools in underdeveloped countries. In 2020, he joined forces with Ariana Grande to raise over 3 million USD for First Aid Children’s Foundation through their single "Stuck with U".
[1] The provided sources do not contain information about Generosity's collaboration with Qatar during the FIFA World Cup or any global plastic reduction initiatives.
