CNN
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Justin Bieber is on a mission to make the world’s drinking water more sustainable.
Bieber and Mika Cravalho have grown the bottled water brand Genocity into a water technology company providing premium alkaline water in refillable fountains around the world. He featured 150 water fountains at the FIFA World Cup in Qatar this month. Bieber talked about the brand’s social impact initiative in a statement to CNN.
“I want the world to have access to the best water possible. I also want countries to figure out how to best protect their people. The overuse of plastic is hurting us, we need to do more,” Bieber said. Needs to be sustainable.
The objective of Generosity is not just to provide premium water but also to reduce the use 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 Mayasa bint Hamad bin Khalifa Al Thani, the sister of the country’s Emir.
After participating in beach cleanup efforts in Qatar for many years, I have seen firsthand the effects of pollution on our natural environment. Through the generosity and initiatives taken by the Apex Committee, and through projects such as the FIFA World Cup Qatar 2022 Art Water Bottle, which bring together the global artistic community to advocate for a more sustainable future, we all need to play our part. is encouraged. during and after the World Cup,” Al Mayassa said in a press release.
Generosity connects to any water source and is capable of creating premium refillable alkaline water distributed through its permanent fountains, which the company says will be found commercially in major venues, festivals and homes in 2023.
The Grammy Award winner has been at the forefront of social impact initiatives in Hollywood with her involvement in organizations such as Pencils of Promise, which builds schools in third world countries. He raised over $3 million dollars for the First Responders Children’s Foundation in 2020 with his “Stuck With You” collaboration with Ariana Grande.