MIAMI -- -- Justin Bieber is on a mission to make the world's clean water more sustainable.
Bieber and Micah Cravalho have transformed bottled water brand Generosity into a water technology company that supplies premium alkaline water to refillable springs around the world. They displayed 150 water fountains during the FIFA World Cup in Qatar this month. 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 best to protect their people. Overuse of plastic hurts us, we need to become more sustainable," Bieber said.
The reward aims not only to provide top-quality water, but also to reduce the use of single-use plastic.
"We aspire to be a global leader in water technology, offering consumers refillable products as an alternative to single-use containers," said co-founder Cravalho.
Bieber and Cravalho recently traveled to Qatar and met with its Sheikh Al Mayassa bint Hamad bin Khalifa Al Thani, sister of the country's Emir.
I have been involved in beach clean-ups in Qatar for many years and have witnessed first hand the impact of pollution on our natural environment. Through initiatives like those of Generosity and the Supreme Committee, and projects like the Qatar 2022 FIFA World Cup art water bottles, which bring the global arts community together to advocate for a more sustainable future, we are all encouraged to play our part. throughout the World Cup and beyond," Al Mayassa said in a press release.
Generosity plugs into any water source and can produce high-quality, refillable alkaline water, dispensed through its sustainable sources, which the company says will be available in stores at major venues, festivals and homes by 2023.
The Grammy Award winner is at the forefront of social initiatives in Hollywood, with his involvement in organizations like Pencils of Promise, which build schools in Third World countries. He also raised over $3 million for the First Responders Children's Foundation with Ariana Grande in 2020 with their collaboration "Stuck with U."
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