Steven Bartlett, renowned entrepreneur, investor, host of ‘The Diary of a CEO’ and founder of flight story and thirdweb, joined Prince William this week on a visit to Aberdeen as part of the Homewards initiative. The high-profile partnership, initiated by Prince William over a year ago, aims not merely to manage homelessness but to prove that ending it entirely is possible through targeted, long-term solutions in communities across the UK.
Bartlett, who has built a reputation as a transformative figure in business, was approached by Prince William to become an ambassador for Homewards, leveraging his entrepreneurial expertise to encourage business leaders to support young people at risk of homelessness.
After an initial visit together to Bournemouth, where the pair engaged with local businesses, charities, and young people, their latest trip brought them to Aberdeen. During their time in Scotland, they met with local business leaders, charity representatives, and individuals directly affected by homelessness, gathering insights into the complexities surrounding the issue.
“Today was one of the most surreal, inspiring, and proud days of my career,” Bartlett shared, reflecting deeply on the experience. “Homelessness is not simply a housing problem. Speaking directly with young people today, it became clear it’s a mental health challenge, a confidence and skills issue, often rooted in family breakdown and community support systems.”
Bartlett praised Prince William’s genuine passion and commitment, noting the prince’s remarkable capacity to unite various stakeholders around a shared vision. “Prince William is incredibly kind, patient, hard-working, and deeply knowledgeable. His strength lies in listening—not only to experts but, critically, to those who have lived experience,” Bartlett said.
The collaboration has deeply resonated on a personal level for Bartlett, whose parents have longstanding admiration for the Royal Family. His mother, a proud Nigerian woman who grew up adoring the Queen, and his father, a British-born man deeply moved by Princess Diana’s legacy, were both emotional and profoundly proud upon learning of their son’s involvement.
Bartlett expressed sincere gratitude for the opportunity, recognising the gravity of Prince William involving him so closely. “The whole experience has been incredibly surreal—it’s hard to articulate how honoured I feel. I’m genuinely humbled by Prince William taking the time to seek out my perspective,” Bartlett stated.
With this latest visit complete, Bartlett emphasises that the real work is just beginning. Encouraging community engagement and broader business participation, the aim remains ambitious yet clear: shifting national perceptions from managing homelessness to definitively ending it.
Who Homewards are:
Homewards is a groundbreaking initiative launched by Prince William and The Royal Foundation, dedicated to proving that homelessness in the UK can be permanently ended through strategic collaboration.
Their Mission:
Homewards aims to shift the approach from managing homelessness to definitively ending it. Their mission is centred on bringing together local governments, businesses, charities, and community members across six carefully selected locations, creating tailored, long-term solutions that address the root causes of homelessness rather than just the symptoms.
Why it matters:
By proving it’s possible in targeted communities, Homewards seeks to inspire national belief and systemic change, ultimately transforming the UK’s approach to homelessness for generations to come.