“I see the Duchy as an extension of the work we do with the Royal Foundation,” he told The Telegraph. “I see it as a branch of my philanthropy… There’s so much good we can do in the rural world.”

He’s especially committed to improving mental health support for farmers and addressing sustainability. Homelessness, another long-standing focus of his, is also being tackled through local partnerships.

Bax described William as “a man on a mission,” saying he is pushing for rapid and meaningful progress.

“I’m trying to make sure I’m prioritizing stuff that’s going to make people’s lives, living in those areas, better,” William explained. “That, I feel as Duke of Cornwall, is something I should be doing. It’s about responsibility, it’s about leadership and doing what’s right on the social issues of our time.”

Even family vacations sometimes intersect with William’s work. During trips with Kate and their children — Prince George, Princess Charlotte, and Prince Louis — to the Isles of Scilly, he has been known to ask locals what would improve their lives. This has led to developments such as a healthcare facility, teacher and doctor housing, and a focus on sustainable tourism.

In July, the Duchy released its Integrated Annual Report, showing a $30.4 million distributable surplus for the 2023-2024 financial year — William’s first full year as Duke of Cornwall. He reportedly pays income tax on his earnings from the duchy after deducting certain household expenses.