Justin Bieber launches clean water company Generosity at Qatar’s World Cup

CNN — (View Article) | By Chloe Melas

Justin Bieber is on a mission to make the world’s drinking water more sustainable.

Bieber and Micah Cravalho have evolved 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 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.