The Duke and Duchess of Sussex recent announcement on a major change carried a secret message, claims expert.

Prince Harry and Meghan Markle announced a major change (Image: Getty)

Prince Harry and Meghan Markle sent a secret message with their latest bombshell announcement, a PR expert has claimed. The Duke and Duchess of Sussex announced on Friday that their joint charity, the Archewell Foundation, will be renamed Archewell Philanthropies as it marked five years since it was founded.

Harry and Meghan set up the foundation, which has the mission statement “Show up, do good”, after stepping down from their royal duties and moving to the US in 2020. A statement on the charity’s updated website said: “Archewell Philanthropies is home to the charitable work of Prince Harry and Meghan, Duke and Duchess of Sussex as they broaden their global philanthropic efforts for meaningful reach and maximum impact.

“After five beautiful years, the Archewell Foundation is becoming Archewell Philanthropies. This charitable entity allows the couple and their children to expand upon their global philanthropic endeavours as a family.”

The Sussexes set up Archewell in 2020 (Image: Getty)

Now, a PR expert has weighed in on Harry and Meghan’s latest move and described it as a “deliberate” decision aiming to send one particular message.

PR and branding expert Mayah Riaz told the Mirror: “From a branding perspective, this is a smart and I’d say quite deliberate evolution rather than a reinvention. Moving from ‘Foundation’ to ‘Philanthropies’ signals scale, maturity and longevity. In branding terms, it’s a way of future-proofing the name as their work expands beyond individual projects.”

She added: “I also think there is a reputational message here. ‘Philanthropies’ feels more global, more institutional and less personal. That can be helpful for Harry and Meghan at this stage, as it shifts the focus away from them as personalities and more towards impact, outcomes and credibility.”

The branding expert said the timing was a key factor in their announcement, adding: “This feels like them saying they’re in this for the long haul. The biggest takeaway for me is that this is about control of narrative. By reframing the brand now, they are defining the next chapter on their own terms.

“It’s less about legacy tied to royal titles and more about building a global social impact brand that reflects who they are as a family and as operators in the US and beyond.”

This year, the Sussexes’ has advocated for safer digital spaces and the responsible development of artificial intelligence (AI).

It has also funded support for children affected by conflict in Gaza and Ukraine.

The Archewell Foundation, now Archewell Philanthropies, takes its name from “arche”, the ancient Greek work meaning “source of action”, and “well”, symbolising “a plentiful source or supply, a place we go to dig deep”.