Retail investors are playing a more important role in shareholder activism as it goes mainstream, according to a recent survey by Brunswick Group. Some 801 retail investors in the United States were polled, and the majority of respondents (74 percent) said they believed activists added value by pushing management to make hard decisions, instead of simply being disruptive to the company.

“As activist shareholders continue to launch public and aggressive campaigns against companies, management teams must engage retail investors and have a proactive strategy to deploy if under attack,” said Steve Lipin of Brunswick in a statement about the study. “From the survey, it appears retail investors are more open to the activist appeal than previously thought, and companies will have to fight hard to win the retail vote, much as they do institutions.”

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