We propose a duration-based explanation for the premia on major equity factors, including value, profitability, investment, low-risk, and payout factors. These factors invest in firms that earn most of their cash flows in the near future and could therefore be driven by a premium on near-future cash flows. We test this hypothesis using a novel data set of single-stock dividend futures, which are claims on dividends of individual firms. Consistent with our hypothesis, the expected Capital Asset Pricing Model alpha on individual cash flows decreases in maturity within a firm, and the alpha is not related to the above characteristics when controlling for maturity.IN THIS PAPER, WE PROVIDE a simple framework for understanding the major equity risk factors in asset pricing. We focus our analysis on value, profit, investment, low-risk, and payout factors. These five categories of risk factors have a large impact on stock prices given their high persistence, and they form the basis of leading factor models such as the Fama and French models. 1 Yet, the economics behind these factors are not well understood because the factors are hard to relate to common economic fundamentals. We relate the risk factors back to economic fundamentals, and identify the source of their high