During a visit to Aberdeen, Prince William called for increased private sector involvement in addressing homelessness, highlighting a desire to change negative perceptions about the issue. He met with staff and service users at Shelter Scotland, emphasizing the challenges faced by those experiencing homelessness and the importance of support from businesses and landlords. The Prince's Homewards project aims to raise awareness about hidden homelessness and promote early intervention. He acknowledged the significant increase in children living in temporary accommodation and expressed gratitude towards the workers in the homelessness sector. The visit also marked the announcement of new partnerships aimed at enhancing support for the homeless, reinforcing the initiative's goal to make homelessness rare and brief. Prince William's efforts are part of a broader mission to tackle homelessness across multiple locations in the UK.