Prince William is pushing for a significant shift in royal tradition by prioritizing "projects not patronages," according to royal insiders, as he sharpens his focus on tangible outcomes over ceremonial roles. The Prince of Wales, 42, has made clear he prefers direct communication and active involvement in causes such as homelessness and environmentalism, signaling a broader modernization effort within the monarchy.
Alastair Martin, who served under both King Charles III and William at the Duchy of Cornwall, described a distinct change in working style. Alastair Martin told The Times that William gave him his mobile number and said: "If you want me, just get me, just message me."
Martin also said: "That's how [William] works and he's very involved. There will be weekends when my WhatsApp messages will be in double figures and I will be very responsive. If something has gone well or badly, I will want to tell my boss and he'll be straight back."
William Hague, former UK foreign secretary and longtime collaborator with William, highlighted the prince's proactive style. "He phoned me up when I left government. He's got this idea, which is that governments are doing this slow work on the illegal wildlife trade. Why don't we get the private sector to see what it can do to stop it?" Hague said. "In private as well as in speeches and interviews, he really leaves you in no doubt that this is what he wants you to do and that you're really crucial to it."
"He's not one for long meetings or going around the same thing again... I've often heard him say, 'There's been too much talk about that. We need to see some action,'" Hague added. "He is friendly to deal with and personable. [But] you really wouldn't want to go and tell him, 'We've got absolutely nowhere in stopping elephant ivory being sold.' He wants to know that you're getting results."
William's hands-on approach is evident in the Earthshot Prize, launched in 2020 and inspired by President John F. Kennedy's "moonshot" program. The prize awards £1 million each to five winners annually to drive innovations addressing global environmental challenges. Earthshot ceremonies have been held in London, Boston, Singapore, and Cape Town, and this year's awards will take place in Brazil ahead of the UN's COP30 climate summit.
"I'm pleased to announce we're going to be in Brazil in 2025," William said in a video statement. "We need urgent optimism now more than ever, and I think Brazil epitomises that, and I can't believe we are at the halfway point of 10 years."
Earthshot has drawn global celebrity backing, including appearances by Cate Blanchett, Heidi Klum, Cafu, David Beckham, Robert Irwin, and Hannah Waddingham. William emphasized the importance of highlighting innovation, stating, "2025 marks the midway point of the Earthshot decade and each year we've witnessed the remarkable power of human ingenuity in addressing our planet's most pressing challenges."
William has also accelerated his work tackling homelessness through his five-year Homewards project. In an ITV documentary, Prince William: We Can End Homelessness, he said, "I've slowly tried to work out what I can bring to the role and platform that I have. I have taken some inspiration and guidance from what my mother did, particularly with homelessness."
He further stated, "I don't believe we should be living with homelessness in the 21st century." William's commitment to the cause includes personal action, such as sleeping rough in 2009 to understand the experience firsthand and supporting Big Issue vendors in London.
Homewards aims to develop solutions across locations in Newport, Dorset, Lambeth, Belfast, Aberdeen, and Sheffield, uniting local organizations to eradicate homelessness in the UK. William's focus on results-driven initiatives marks a clear departure from the symbolic engagements that have traditionally characterized royal duties.
