Prince William’s role is changing. What does he really want to do with it?

In practice that means his projects to reduce homelessness, promote mental health issues and support environmental business through his Earthshot project.

Prince William has described his role as “social leadership” and his visits have been labelled as “community impact days”.

It’s a millennial vision of monarchy, taking off the tie and actively promoting a social agenda, with language that wouldn’t be out of place in a campaigning charity.

A microcosm of his approach was seen last month, when the prince, now responsible for the Duchy of Cornwall, helped with the breaking of ground for a new health centre on the Isles of Scilly.

He’d worked with the local council to get this project at St Mary’s Community Hospital under way.

“He’s rolled up his sleeves and played a fundamental role in ensuring the work begins as soon as possible,” says a royal source, with the impact being that “people don’t have to go to the mainland for care”.

There’s also a new housing project in Nansledan near Newquay intended to reduce homelessness.

It’s not particularly glitzy. Campaigners against the monarchy once described the royals as “state-funded reality television” – but the type of projects Prince William has been backing are often much less glamorous or even media-friendly.

Maybe that fits with another part of his character. He doesn’t always take the easiest path.

It’s like his football team, Aston Villa. He’s described supporting the team as a deliberate decision not to back the boringly predictable usual winners. He preferred the “emotional rollercoaster moments” of teams that went down as well as up.

Mind you, his father has gone a step further with this philosophical footballing ethos, supporting Burnley, who were relegated this year.

Prince William’s approach also risks criticism.

The anti-monarchy group, Republic, called his homelessness projects “crass and hypocritical… given the excessive wealth we gift him”.

There’s also the accusation that any ambition to tackle housing problems will always ultimately depend on political interventions which are outside his remit.

“It’s a tall order and it’s not entirely clear how he’s going to achieve it. But many people will think he should be applauded for trying,” says Richard Palmer.