In terms of equity ownership, this is the percentage of shares an investor will receive. Dilution occurs when a company issues new shares, which lowers the ownership percentage of existing shareholders. In terms of equity ownership, this is the percentage of shares an investor will receive. Dilution occurs when a company issues new shares, which lowers the ownership percentage of existing shareholders. In terms of equity ownership, this is the percentage of shares an investor will receive. Dilution occurs when a company issues new shares, which lowers the ownership percentage of existing shareholders. In terms of equity ownership, this is the percentage of shares an investor will receive. Dilution occurs when a company issues new shares, which lowers the ownership percentage of existing shareholders.