Prince Harry and Meghan Markle are reportedly planning a move back to Britain, six years after relocating to the United States, according to PR experts. The Duke and Duchess of Sussex have reportedly "run out of steam" in the U.S. following the cancellation of their Netflix deal and the end of their Spotify contract. Experts suggest the couple may face a period of re-evaluation and may need to "swallow large slices of humble pie" as they reintegrate into British society.
Sources indicate the couple plans to establish a new home outside of London and have already enrolled their children, Prince Archie and Princess Lilibet, in British schools. This decision comes despite having built a life in Montecito, California, where Prince Harry has reportedly enjoyed family time and activities like surfing and walking his dogs. Meghan Markle has also launched her lifestyle brand, "As Ever," selling items such as jam, wine, and flower sprinkles.
PR guru Mark Borkowski told the Daily Mail that the Sussexes must be cautious in their reintegration into British society. "It's clear they've run out of steam in the United States, so they now have to be very cautious in how they reintegrate themselves back into British society," he stated. Borkowski advised the couple to carefully define their brand and take "small cautious steps."
The couple's significant media deals have faced challenges. Their initial lucrative $100 million Netflix contract, signed in 2020 after they stepped down as senior royals, saw a watered-down first-look agreement in August of the previous year, following criticism of Meghan's show "With Love, Meghan." Similarly, their media deal with Spotify concluded in 2023 after one season of Meghan's podcast, "Archetypes," with company executives reportedly labeling them "grifters."
Borkowski suggested that Harry's return to Britain may be influenced by his "deep conditioning" as a royal, rooted in his upbringing within the establishment, army, and traditional values. "This guy has been brought up to be part of the establishment, born into the royal family, then gone to the Army, with the values of church, state and whatever. It's been embedded in him from an early age, and no amount of Californian sun could remove that," he explained.
Beyond business strategies, the Sussexes may need to address strained relationships. Borkowski emphasized that Harry would need to mend his relationship with his brother, Prince William, and father, King Charles, which would require significant humility. He also commented on Meghan's high turnover rate of key aides and advisors in the U.S., suggesting a reluctance to accept counsel. "Coming back here she's a fish out of water. So the one thing she needs above all else is a trusted advisor who can be a critical friend, whose advice she actually takes on board as she navigates the British landscape," Borkowski said.
Dominic Patten, executive editor of Deadline.com, noted that while the couple may not have achieved the "superstar status" they desired in the U.S., they have maintained public interest in their narrative within a celebrity-rich environment. However, in the UK, their approval ratings have declined since their departure, with a recent YouGov poll indicating low positive favorability for both Meghan and Harry among the British public.
The King was informed of the couple's potential move prior to its public announcement and is understood to welcome opportunities to see more of his family. However, their status as private individuals and non-working members of the royal family will remain unchanged, and they will not be offered a "half-in-half-out" role. The potential reaction from Prince William and Catherine, Princess of Wales, to this development is also a subject of discussion, given the estrangement between the brothers following accusations Harry has made against the royal family.
The Sussexes will retain their residences in Montecito, California, and Portugal. Meghan plans to continue operating her "As Ever" brand from their new base. The couple, who married in 2018, were once part of the "Fab Four" alongside William and Catherine, but established their own household in 2019. Their decision to step back as senior royals in January 2020 aimed to achieve financial independence and split their time between the UK and North America, a plan that ultimately led to their permanent relocation to California by March 2020.