Justin Bieber Launches Generosity Water At World Cup

Justin Bieber and co-founder of Generosity Water, Micah Cravalho, are determined to provide the world with sustainable drinking water. Generosity is a water technology company that offers alkaline water in refillable fountains worldwide. Bieber and Cravalho showcased 150 water fountains during the FIFA World Cup in Qatar.

Access To The Best 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,” Bieber said in a statement to CNN.

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

Sheika Al Mayassa

As they were in Qatar, they met with Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, the sister to Qatar’s ruling 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. 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,” Al Mayassa said in a press release.

Generosity & Bieber

Photo Credit: Chiefs of Content B.V.
Photo Credit: Chiefs of Content B.V.

Generosity’s sustainable fountains can connect to any water source and create refillable alkaline water. The company expects to expand into major events, venues, and homes next year.

Justin Bieber has done many philanthropic initiatives, such as Pencils of Promise. Pencils of Promise assist third-world countries in building more schools. Bieber raised over $3 million for the First Responders Children’s Foundation in 2020 alongside Ariana Grande.