According to the BBC, Meghan Markle's lifestyle brand As ever and the wider Harry and Meghan media business are at a crossroads as the Duke and Duchess of Sussex prepare to return to live in the UK. Experts said the couple's projects in California have struggled to build large audiences, despite deals reported to be worth $100 million with Netflix in 2020 and $25 million with Spotify in the same year.

The BBC reported that Meghan launched As ever in late July with a blackberry spread, and that her professional focus since 2024 has been the range, which sells jams, teas, candles and other products. The couple's Archewell Productions company says its aim is to highlight common humanity and celebrate community, while Archewell Philanthropies has backed charitable projects around the world.

Andrew Stephen, the L'Oréal professor of marketing at the University of Oxford's Saïd Business School, said the Sussexes had initially been strong at monetizing attention after moving to the US, but had not turned that into an enduring brand. Susan Fournier, a branding expert and former Harvard Business School and Boston University professor, said repeated shifts in direction risked making the couple look inconsistent. The BBC also said Meghan is in talks about a role in Netflix series The Gentlemen, which would be her first significant acting role since her marriage to Prince Harry.