In a surprising turn of events, Prince Harry and Meghan Markle have announced that they will be leaving California to return to the United Kingdom. This decision, revealed earlier this week, marks a significant shift six years after their headline-grabbing departure from the U.K. and their official duties as senior royals. Concerns surrounding Meghan’s mental health and security were central to their decision to initially leave Britain.
Back then, the Duke and Duchess of Sussex chose to forge a path away from royal obligations, aiming to carve out an independent life. They ventured into lucrative partnerships with streaming giants Netflix and Spotify, launched charity initiatives, and shared their story in a high-profile interview with Oprah Winfrey. Meghan further pursued entrepreneurship with her lifestyle brand As Ever, while Harry published his memoir, Spare, which became a bestseller. Despite these ventures, their deals with Netflix and Spotify fell short of expectations.
The couple is now preparing for a homecoming to the U.K., where their children, Prince Archie and Princess Lilibet, are set to start school this fall. The reasons behind this unexpected move remain speculative. Some suggest that King Charles’ health may be a factor, prompting Harry’s desire to be nearer to his father during this time. Others speculate financial challenges may have influenced their decision to return.
Regardless of their reasons, this relocation opens the door for potential reputation management, according to Olivia Bennett, Senior Digital PR Director at the agency Go Up. However, achieving this successfully depends heavily on their strategic actions moving forward.
Prince Harry and Meghan Markle need to give people ‘new material’ if they want to change ‘the old story’
https://www.youtube.com/watch?v=tRA0C6QxuGA[/embed>
“The only way to change the perception is to give people enough new material that, over time, it starts to outweigh the old story,” Bennett said. “The move could help with that. If they’re here regularly, doing ordinary things and building a life rather than constantly announcing what they’re doing, they could gradually become less of a spectacle. For me, that’s much more powerful than a big relaunch.”
In Meghan’s case, she has the chance to “establish herself in Britain as a successful businesswoman rather than simply as a former member of the royal family,” Bennett added. If she correctly repositions herself, she could have another lucrative market for her As Ever brand. (The Suits star is also rumored to be taking on her first major acting role in a U.K.-based Netflix project.) Meanwhile, Harry can focus on his charities and philanthropic efforts to give them “more relevance with UK audiences and institutions.” He’ll also likely be concentrating his energies on the upcoming 2027 Invictus Games in Birmingham.
The big mistake the Sussexes must avoid in their U.K. return
Where the Sussexes could go wrong is in leaning too hard into a major publicity campaign. A try-hard approach could backfire with a skeptical public.
“I’d let the first few months be quite routine: school, family, existing work, occasional appearances. Boring can actually be useful because it normalises them,” Bennett said. Once they stop making headlines with their every move, they’ll have freedom to pursue their various projects with less scrutiny.
“If I were advising them, I’d build familiarity first and monetise that attention second,” she explained. “The opportunity is there, but trying to cash in too quickly could make the whole thing look calculated.”
Only time will tell if people buy the new version of Harry and Meghan, she added.
“I wouldn’t judge this by how many positive headlines they get in the first six months. I’d look at whether the nature of the headlines changes,” she said. “Are people still talking about Oprah, the memoir and the family fallout every time Harry and Meghan appear? Or are journalists eventually writing about what they’re actually doing now? If the latter happens, that’s the real rebrand.”
For more news and exclusive interviews, follow Showbiz Cheat Sheet’s Instagram.