Prince Harry and Meghan Markle this week branched out into finance, becoming “impact partners” at an ethical investment firm, in a move that a reputation expert told Newsweek could risk over-monetizing their brand.
The Duke and Duchess of Sussex invested in Ethic earlier this year and have now joined the company, which aims to push capital toward sustainable development.
The move chimes with the couple’s focus on the moral aspirations of their younger target audience and it’s one of more than 10 projects launched since they quit their royal duties.
Eric Schiffer, chairman of Reputation Management Consultants, told Newsweek: “This is another clever way to extend their brand in ways that align with the affinities of Gen Z and younger Millennials.
“But in many ways it’s dangerous because it’s getting to the point where it’s borderline a department store mentality, where they’re looking for every possible extension of how they can apply and monetize.
“You don’t want to over monetize anything and they’re walking a very careful line.
“I don’t think its getting rich that’s the issue per se, but it’s getting seen as a brand that misses no opportunity to cash in rather than doing good for the purposes of doing good.
“Contrast that to the royal family who are demonstrating benevolence in certain areas without there being a cash flow incentive.”
Both Keeping Busy
Harry and Meghan initially joined a public speaking agency, HWA, before signing mega Netflix and Spotify deals.
The duchess also…