Justin Bieber launches clean water company ‘Generosity’ at the World Cup

Pop music artist Justin Bieber wants the world to have more sustainable drinking water. He and the water brand Generosity will make that a reality.

The company featured 150 water fountains at the FIFA World Cup in Qatar. Bieber elaborated on the brand’s social impact goals in a statement to CNN.

He said, “I want the world to have access to the best water. The overuse of plastic is hurting us. We need to be more sustainable.”

How will Justin Bieber bring sustainable clean water?

Photo Credit: www.cnn.com

Generosity used to focus on offering bottled water. Fortunately, Bieber and co-founder Micah Cravalho have turned it into a water technology firm.

As a result, Generosity may fulfill Justin Bieber’s goal of curbing the overuse of plastic worldwide. 

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

The Generosity water fountains can also link to any water source to create refillable alkaline water. As a result, it can provide water without producing more plastic bottles.

In addition, the company aims to provide these stations at major events and homes next year. 

Aside from showcasing the Generosity fountains, Bieber and Cravalho met with Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, the sister to Qatar’s ruling Emir.

She stated in a press release, “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.”

A global water crisis may seem far-fetched because we could get water easily from stores and in our taps.  Yet, according to UNICEF, almost two-thirds of the world’s population goes through severe water scarcity for at least a month yearly.

Conclusion

With Generosity’s fountains, Justin Bieber hopes to make drinking water available and also sustainable worldwide. 

Fortunately, other countries are paving the way to a more sustainable future. For example, companies like Tesla are expanding the global adoption of electric vehicles.

The Philippines is improving its renewable energy infrastructure. Learn more about these developments and more from Inquirer USA.