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Justin Bieber launches Generosity at World Cup
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 is aimed at not just providing premium water but reducing the usage of single-serve plastic.
“We aspire to be the global leader in water technology, empowering consumers with refillable products as an alternative to single-use packaging,” said co-founder Cravalho.
Bieber and Cravalho recently visited Qatar and met with Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, the sister of country’s emir.