Gen Z isn't just disappointed with society; they're deeply aggrieved, leading to widespread distrust in government, businesses, media, and brands. Edelman's "Gen Z & Grievance" report, based on a global survey of over 33,000 people, reveals this mounting frustration.A significant 58% of Gen Z feels moderately or highly aggrieved, driven by fear and insecurity. Safety and security are paramount concerns for 72%, while 37% fear job loss—the highest among all generations. Compounding this, 39% experience constant future uncertainty.This grievance translates to resentment against institutions perceived as failing them. In the US, a staggering 50% of Gen Z has "very little" trust in Congress, with only 3% expressing "great deal" of trust. Similarly, in the UK, 58% trust social media from friends as much as, or more than, traditional media.Brands aren't spared either. While 58% of brand leaders believe they meet social responsibility expectations, only 15% of Gen Z consumers agree. Yet, 72% want brands to actively address social issues, demanding action over mere words.Adding to the tension, 66% of Gen Z believes leaders and media are deliberately misleading them. Alarmingly, 53% consider "hostile activism," including online attacks and violence, acceptable for change.To address this, brands are advised to consistently provide Gen Z with safety, security, and future opportunities. Incorporating hope and humour, and fostering community and connections, are also crucial strategies.