Meet tomorrow’s shareholder: the rising tide of retail investors gives companies new scope for engagement, bringing potential benefits but challenges too. To explore this theme, EQ surveyed over 2,000 UK and US retail investors to produce its inaugural Shareholder Voice report.

Some Gen Z investors (18 - 24 years old), have already exerted their influence over businesses in surprising ways and they’re shaping up to be the generation with the biggest proportion of AGM voters. These interactive graphics visualise shareholders’ motivations, attitudes and decision-making process across age groups.

01.

Reasons to invest

Proportion of shareholders who:

ranked familiarity as a top three reason

  • ranked familiarity as a top three reason
  • ranked being a consumer as a top three reason
  • are influenced by receiving good customer experience
  • consider a company’s goals, mission and purpose
Graph Graph
ranked familiarity as a top three reason ranked familiarity as a top three reason
ranked being a consumer as a top three reason ranked being a consumer as a top three reason
are influenced by receiving good customer experience are influenced by receiving good customer experience
consider a company’s goals, mission and purpose consider a company’s goals, mission and purpose
ranked familiarity as a top three reason ranked familiarity as a top three reason
ranked being a consumer as a top three reason ranked being a consumer as a top three reason
are influenced by receiving good customer experience are influenced by receiving good customer experience
consider a company’s goals, mission and purpose consider a company’s goals, mission and purpose
UK
US
02.

Frustration

Proportion of shareholders who think companies don’t share enough on…

Portfolio advice

  • Portfolio advice
  • Risks of investing
  • ESG
  • Appropriate investments
  • Shareholder rights
  • Financial performance
Graph Graph
Portfolio advice
Risks of investing
ESG
Appropriate investments
Shareholder rights
Financial performance
Portfolio advice
Risks of investing
ESG
Appropriate investments
Shareholder rights
Financial performance
UK
US
03.

Young shareholders are most
interested in…

IPOs
Perks
Young shareholders are most <br>interested in…
Young shareholders are most <br>interested in…
Young shareholders are most <br>interested in…
Young shareholders are most <br>interested in…
Graph Graph
Young shareholders are most <br>interested in…
Young shareholders are most <br>interested in…
Young shareholders are most <br>interested in…
Young shareholders are most <br>interested in…
Graph Graph
UK
US
04.

Millennials most likely to vote regularly

Proportion of each age group of shareholders who engage in AGM activity

18-24

  • 18-24
  • 25-40
  • 41-56
  • 57-75
  • 76+
18-24 18-24
18-24 18-24
25-40 25-40
25-40 25-40
41-56 41-56
41-56 41-56
57-75 57-75
57-75 57-75
76+ 76+
76+ 76+
18-24 18-24
18-24 18-24
25-40 25-40
25-40 25-40
41-56 41-56
41-56 41-56
57-75 57-75
57-75 57-75
76+ 76+
76+ 76+
UK
US
05.

Young US shareholders trust social
media more than their personal contacts

Proportion of shareholders who rank these influences in their top three

18-24

  • 18-24
  • 25-40
  • 41-56
  • 57-75
18-24 18-24
25-40 25-40
41-56 41-56
57-75 57-75
18-24 18-24
25-40 25-40
41-56 41-56
57-75 57-75
UK
US
06.

Shares are more interesting and rewarding
than other investment types

Proportion of shareholders who ’agree’ or ‘strongly agree’ with these comparisons of shares with other investments in their portfolios

Graph Graph
UK
US