Can the Beckhams’ Brand Survive Their Family Feud? - Kanebridge News
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Can the Beckhams’ Brand Survive Their Family Feud?

In a series of social-media posts, the eldest child of David and Victoria Beckham threw stones at the image of a ‘perfect family’.

By SAM SCHUBE & CHAVIE LIEBER
Thu, Jan 22, 2026 11:42amGrey Clock 3 min

David Beckham was at the World Economic Forum in Davos, Switzerland, on Tuesday with Bank of America chief executive Brian Moynihan to promote their new partnership. But all anyone wanted to talk about was his son.

After the obligatory questions about business and the World Cup, a host on CNBC’s “Squawk Box” lobbed Beckham an out-of-left-field query about how young people can preserve their mental health in the age of social media.

“Children are allowed to make mistakes,” Beckham, 50, said. “That’s how they learn. So, that’s what I try to teach my kids, but you have to sometimes let them make those mistakes as well.”

Just a day earlier, his 26-year-old son Brooklyn Beckham had posted a series of accusations about his soccer-famous father and pop-star-turned-fashion-designer mother, Victoria Beckham.

He said that his parents had controlled him for years, lied about him to the press and sought to damage his relationship with his wife, Nicola Peltz Beckham. Their goal, he said, was to affect the image of a “perfect family.”

“My family values public promotion and endorsements above all else,” he wrote on Instagram. “Brand Beckham comes first.”

That brand has been burnished over decades of professional triumphs, tabloid scandals and slick dealmaking.

Recently, both David and Victoria Beckham put their legacies on-screen in docuseries that cast them as hardworking entrepreneurs and devoted parents. Their image appeared stronger than ever. Now their firstborn child is throwing stones.

Representatives for David Beckham, Victoria Beckham and Brooklyn Beckham did not respond to requests for comment. A representative for Nicola Peltz Beckham declined to comment.

In the U.K., the Beckhams are as close as you can get to royalty without sharing Windsor DNA. David is perhaps the most famous English player in soccer history, while Victoria parlayed her Spice Girls fame into a career as a respected fashion designer.

Their partnership was forged in the cauldron of 1990s celebrity gossip, with their every move—in their careers, their bumpy personal lives and their adventurous senses of personal style—subject to tabloid scrutiny.

“They were Taylor Swift and Travis Kelce before Taylor Swift and Travis Kelce,” said Elaine Lui, founder of the website Lainey Gossip.

Over time, the couple became savvy managers of their own brand, a sprawling modern empire including a professional soccer team, fashion and beauty lines, investment deals and commercial partnerships.

In recent years they each released a Netflix docuseries—“Beckham” in 2023, “Victoria Beckham” in 2025—featuring scenes from their private family life. (Brooklyn and Nicola appeared in David’s series, but not Victoria’s.)

“The way they’ve performed their celebrity has been togetherness,” Lui said: Appearing and engaging with the world as a happily married couple, in both relative calm and amid scandal. And as their family grew, their four children became smiling ambassadors for Brand Beckham, too.

Until Monday night. In a series of Instagram Story posts, Brooklyn accused his parents of “trying endlessly to ruin” his marriage to Nicola, an actress and model, and the daughter of billionaire investor Nelson Peltz . Brooklyn declared, “I do not want to reconcile with my family.”

Where Victoria and David seemed to see press scrutiny as part of the job, Brooklyn and Nicola are operating in a manner more typical of their own generation. Brooklyn’s posts call to mind the “no contact” boundaries some children have enforced with their parents in recent years to much pop-psych chatter.

Andrew Friedman, managing director of crisis communications at Orchestra, said he’d advised many clients through family drama. “Going public,” he said, should be a “last resort.”

He’s also warned clients that using social media to air grievances opens a can of worms. “Nuance is not welcome in social-media feeding frenzies,” Friedman said. “Sensational and unusual details will overshadow the central issue.”

Brooklyn, the eldest of the Beckhams’ four children, has built a following in his parents’ image, though without the benefit (or burden) of a steady career.

He’s worked as a model, photographer, cooking-show host and most recently founded a hot-sauce brand. Brooklyn and Nicola went public with their relationship in 2020 and married in a lavish 2022 ceremony at her family estate in Palm Beach, Fla.

Rumors of a family feud flared almost immediately after the wedding, including whispers about the fact that Nicola didn’t wear a dress made by her fashion-designer mother-in-law.

Brooklyn on Monday recounted further grievances related to a mother-son dance and the seating chart. In the months and years that followed, celebrity journalists and fans closely tracked both generations of the family, looking for cracks in the relationship.

But official dispatches from Beckham World suggested that things were just fine. In a scene from the final episode of David’s Netflix series, the Beckham family, including Brooklyn and Nicola, joke around on a visit to their country home. It’s a picture of familial bliss.

“We’ve tried to give our children the most normal upbringing as possible. But you’ve got a dad that was England captain and a mom that was Posh Spice,” David says in voice-over.

“And they could be little s—s. And they’re not. And that’s why I say I’m so proud of my children, and I’m so in awe of my children, the way they’ve turned out.”

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Their careers spanned the personal computing, internet and smartphone waves. But some older workers see AI’s arrival as the cue to exit. 

By Lauren Weber & Ray A. Smith
Tue, Apr 7, 2026 4 min

Luke Michel has already lived through two technology overhauls in his career, first desktop publishing in the 1980s and online publishing later on. But AI? He’s had enough. 

So when his employer, the Dana-Farber Cancer Institute, made an early-retirement offer to some staff last year, the 68-year-old content strategist decided to speed up his exit. Before, he had expected to work a couple more years. 

“The time and energy you have to devote to learning a whole new vocabulary and a whole new skill set, it wasn’t worth it,” he said. 

It isn’t that he’s shunning artificial intelligence—he is learning Spanish with the help of Anthropic’s Claude. But, at this point, he’s less than eager to endure all the ways the technology promises to upend work. 

“I just want to use it for my own purposes and not someone else’s,” he said. 

After rising for decades and then hovering around 40% in the 2010s, the share of Americans over 55 years old in the workforce has slipped to 37.2%, the lowest level in more than 20 years.  

The financial cushion of rising home equity and stock-market returns is driving some of the decline, economists and retirement advisers say. 

But for some older professionals, money is only part of the equation.  

They say they don’t want to spend the last years of their career going through the tumult of AI adoption, which has brought new tools, new expectations and a lot of uncertainty.  

Many people retire when key elements of their work lives are disrupted at once, said Robert Laura , co-founder of the Retirement Coaches Association and an expert on the psychology of retirement. 

“Maybe their autonomy is being challenged or changed, their friends are leaving the workplace, or they disagree with the company’s direction,” he said.  

“When two or three of these things show up, that’s when people start to opt out.”  

“AI is a big one,” he adds. “It disrupts their autonomy, their professionalism.” 

Michel, whose work required overseeing and strategizing on website content, has been here before.  

When desktop publishing arrived in the 1980s, he was a graphic designer using triangles and rubber cement.  

The internet’s arrival changed everything again. Both developments required new skills, and he was energized by the challenge of learning alongside colleagues and peers. 

It felt different this time around. “Your battery doesn’t hold a charge as long as it used to,” he said. 

He would rather spend his energy volunteering, making art, going to operas and chairing the Council on Aging in North Andover, Mass., where he lives. 

In an AARP survey last summer of 5,000 people 50 and over, 25% of those who planned to retire sooner than expected counted work stress and burnout as factors.  

About half of those retired said they had left work at least partly because they had the financial security to do so. 

In general, older Americans are less likely than younger counterparts to use AI, research shows.  

About 30% of people from ages 30 to 49 said they used ChatGPT on the job, nearly double the share of those 50 and older, according to a 2025 Pew Research Center survey of more than 5,000 adults. 

Baby boomers and members of Generation X also experienced the sharpest declines in confidence using AI technology, according to a ManpowerGroup survey of more than 13,900 workers in 19 countries. 

“We as employers aren’t doing a good enough job saying (to older workers), we value the skills that you already have, so much so that we want to invest in you to help you do your job better,” says Becky Frankiewicz , ManpowerGroup’s chief strategy officer. 

Jennifer Kerns’s misgivings about AI contributed to her departure last month from GitHub, where the 60-year-old worked as a program manager.  

Coming from a family of artists, she said, it offends her that AI models train on the creative work of people who aren’t compensated for their intellectual property. And she worries about AI’s effect on people’s critical-thinking skills. 

So she was dismayed when GitHub, a Microsoft-owned hosting service for software projects, began investing heavily in AI products and expecting employees to incorporate AI into much of their work. In employee-engagement surveys, the company had begun asking them to rate their AI usage on a scale of 1 to 5. 

When it came time to write reports and reviews, colleagues would suggest that she use ChatGPT.  

“I’d be like, ‘I have no idea how to use that and I have no interest in using AI to write anything for me,’” she said. 

It would have been more prudent to work until she was closer to Medicare eligibility, she said. But by waiting until her children were out of college and some of her stock grants had vested, the math worked. 

Her first act as a nonworking person: a solo trip to Scotland, where she took a darning workshop and learned how to repair sweaters.  

“The opposite of AI,” she said. 

Employers already under pressure to cut workers—such as in the tech industry—may welcome some of these retirements, said Gad Levanon , chief economist at Burning Glass Institute, which studies labor-market data. 

“The more people retire, the fewer they have to let go,” he said. 

Some of the savviest tech users are also balking at sticking around for the AI upheaval. Terry Grimm, who worked in IT for 40 years, retired from his senior software consultant role at 65 last May.  

His firm had just been acquired by a bigger firm, which meant learning and integrating the parent company’s AI and other tech tools into his work.   

Until then, Grimm expected he might work a couple more years, though he felt that he probably had enough saved to retire. 

“I just got to the point where I was spending 40 hours at work and then 20 hours training and studying,” said Grimm, who has since moved with his wife from the Dallas area to a housing development on a golf course in El Dorado, Ark.  

“I’m like, ‘I’ll let the younger guys do this.’”