Prince William said it’s been the ‘hardest year’ of his life. It marks a shift for the royal family’s image.

• Prince William said 2024 was the “hardest” year due to family health issues.
• William’s openness marks a shift from the royal family’s traditional PR approach.
• Experts say this could be part of a strategy to appear more relatable amid scrutiny over finances.

Prince William this week opened up about his “brutal” year amid King Charles and Kate Middleton‘s respective cancer diagnoses.

Speaking to reporters in Cape Town, William said it’s been “dreadful” and “the hardest year in my life.”

His comments are a significant shift from the royal family’s motto, “never complain, never explain,” which was a hallmark of Queen Elizabeth II’s reign.

King Charles’ biographer Robert Hardman told the BBC’s “Today” show that the prince’s candid admission reflected how the royal family is “resetting the dial” on their public image.

‘Another annus horribilis’

Richard Fitzwilliams, a royal commentator and public relations consultant, told Business Insider that William’s comments were a “seismic change” and a positive move away from the late Queen’s PR approach.

“It’s been another ‘annus horribilis’ but for totally different reasons,” Fitzwilliams said, referencing a Latin phrase that translates to “horrible year.”

Queen Elizabeth II popularized the phrase in 1992 after Charles, Prince Andrew, and Princess Anne all ended their respective marriages. In the same year, a fire destroyed parts of Windsor Castle, causing more than $47.2 million worth of damage.

By all accounts, it has been another difficult year for the Royal Family. Buckingham Palace confirmed in February that Charles had been diagnosed with cancer following a prostate procedure.

The King was relatively open about his experience. For example, during a meeting with then-British Prime Minister Rishi Sunak on February 21, Charles said the support he’d received had “reduced me to tears.”

The royal family wasn’t initially as forthcoming about the Princess of Wales’ cancer diagnosis.

Kate announced in March that she was undergoing chemotherapy treatment following weeks of online speculation and conspiracy theories about her absence from public duties.

In September, Kate released a video on Instagram where she said she had completed the treatment but added that her path to healing would be “long.”

In comparison, Queen Elizabeth II was extremely private about her health. In the biography, “Elizabeth: An Intimate Portrait,” Gyles Brandreth wrote about a rumor that the Queen was suffering from bone marrow cancer before she died. (This was never confirmed by the palace.)

The battle for relatability

Experts say William’s recent interview could be part of a wider strategy to promote the royals as a relatable family.

It follows a controversial investigation over royal finances.

The joint investigation by Channel 4’s Dispatches and The Sunday Times reported that William and Charles’ private Duchy estates are making millions in profit from leasing lands to public bodies in the UK, including Britain’s National Health Service, prisons, schools, the army, and the navy.

William and Charles are exempt from paying tax on the corporate profit they make from these estates, the investigation said.

The report added that in 2023, the king’s Duchy of Lancaster estate made £27.4 million, or around $35.4 million, while William’s Duchy of Cornwall made £23.6 million, or $30.5 million.

“With all the recent scrutiny over royal estates, William’s candidness could be a move to foster trust and show they’re human, just like the rest of us,” said Jack Johnson, a creative director at the PR agency One March.

“William is smart, and he sees that this attitude of being a real person rather than a godlike figure that’s untouchable is a much more popular and powerful way to approach the people of his country,” said Jane Owen, CEO of the global PR agency of the same name.

Russell Myers, a royal editor at ITV, was present during William’s interview in Cape Town. Speaking on the British talk show “Lorraine,” Myers said it was significant because it was the first time William spoke openly about the topic.

“I think that pays tribute to all the other people who go through it with family members,” Myers said, adding that people will “resonate” with the prince’s words.

“He will be king one day, and it’s important for the future of the monarchy that he’s a popular one,” Owen said.

Buckingham Palace and Kensington Palace did not immediately respond to a request for comment from Business Insider.