Prince William says new project "isn't just a PR stunt" – is this the dawn of a more 'relatable' royal family?
Today sees the news awash with one key royal story in particular: Prince William has announced an ambitious new project to end homelessness in the next five years, via his Royal Foundation's Homewards programme. He's told press that there's no place for homelessness in a "modern and progressive society", and has met with Labour leader, Keir Starmer, Levelling Up Secretary Michael Gove and the first ministers of Scotland and Wales to discuss plans.
He's even pledged £3 million of start-up funding into the scheme, with £500,000 coming via the Royal Foundation. But, as yet, there's been no confirmation that earlier reports suggesting social housing could be built on his own estate are true.
It's a worthy mission, we can all agree – and one that I very much hope he succeeds with – however, for someone with his immense privilege, it could be deemed a risky cause to champion, given critics could argue that his mere existence is detrimental to it. Yet, this potential backlash (along with any accusations that he's straying too far into politics – a big royal no-no) is something that it appears the future King is keen to tackle head on.
So much so, a Kensington Palace spokesperson has even said plainly that this project "isn't just a PR stunt" and it holds true value to him, not least because it's a tribute to his late mother, Princess Diana.
"This isn't about a PR stunt," the spokesperson said via BBC. "This is about creating a programme that is truly sustainable and that will create systemic change in the homelessness system. This isn't just his legacy, it's his mother's legacy and he is committed to this."
Prince William has also previously acknowledged first-hand that he is probably "one of the most unlikely advocates for this cause".
Now, this comment may not seem like much at first, but actually, it's one of the rare times we've ever heard a working royal (who isn't Prince Harry or Meghan, Duchess of Sussex) make reference to the fact that a lot of people simply think they just go around cutting ribbons and having terse conversations with Joe Public, not because they care... but because they're duty-bound to. They play the game, so that we don't cause uproar and boot them out of their castles. Right?
The Princess of Wales even faced criticism earlier this year when unveiling "her life's work" in the form of a campaign spotlighting how early childhood can have a huge impact on the rest of a person's life, which some suggested didn't go far enough and scoffed at for 'raising awareness' minus any tangible solutions.
Is this the start of a royal rebrand?
Since starting at Cosmopolitan over eight years ago, I must have easily written over 200 pieces relating to the royal family (even once interviewing their superfans and biggest trolls). So, it's safe to say that the family are now on my list of possible options should I ever need a Mastermind specialist subject – and something about the way the Prince has approached the Homewards launch actually does feel different.
Of course, if Prince William had come out and said "it's just not a PR stunt" himself, it would've held greater weight. But this is a start at an overdue conversation on privilege and power.
It's no secret that the royals are struggling with their public image right now, with polls showing their survival and popularity is at risk and many vocally called out King Charles III's coronation festivities taking place in a cost of living crisis. Yet, it seems to me that one solution the royals keep avoiding, time and time again, is obvious: respond to these criticisms head on. Stop glossing over these gaping chasms in society that we know exist far too well.
I don't mean writing a tell-all book like the Duke of Sussex, but perhaps if Prince William had said himself, on-record, that he knows some will accuse him of launching this project on the basis of it helping his reputation, wouldn't we all respect him a lot more? The public loves to see the human peeking out from behind the 'aspirational' royal exterior (remember when Wills said he's a fan of a cheeky Nando's and we all collectively lost it?). It's time to close the gap, if only just a little.
Obviously the Palace can't respond to every single point of royal discussion, but even the odd statement here and there, with a touch more emotion and recognition of the 'us vs them' narrative, could be a way for them to get some back on side. Speaking about the bejewelled royal elephant in the room, at a time where we're feeling the class divide more than keenly, cannot be a bad thing. And putting their hands in their pockets would go a lot further than that, too.
As for how the Homewards project will operate, it's reported to be focusing on prevention rather than management through innovative new housing projects and will see Prince William utilise his power to bring various charitable sectors together under one umbrella – closing any gaps in the system that people currently fall through. Something he's saying has never been done before.
The Prince has also said that homelessness is an issue he discusses with his three children, Prince George, Princess Charlotte and Prince Louis, during the school run – and also came close to further acknowledging his privileged position in society. "We talk about what we see," he said. "When we were in London, driving backwards and forwards, we regularly used to see people sitting outside supermarkets and we'd talk about it.
"They [will] grow up knowing that actually, some of us are very fortunate, some of us need a little bit of a helping hand, some of us need to do a bit more where we can to help others improve their lives."
Whether the Homewards programme is - or isn't - a PR stunt, the fact that Prince William has addressed the perception head on, feels like a step in the right direction. Is this the dawn of a new, more human royal family era? One that sees them create tangible change for the better? I for one am hoping so.
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