The New Protest Economy: Navigating a Volatile Activist Landscape.

A ‘Crisis of Grievance’ is in control.

For decades, the path of activism was largely predictable: public demonstrations, peaceful protests, and organized boycotts. However, the 2025 Edelman Trust Barometer Global Report reveals a significant and unsettling shift.

As a "Crisis of Grievance" takes hold globally, a new form of activism is emerging, one that is not only digital but also increasingly hostile.

Brands must now confront a volatile landscape where a growing segment of the population, particularly the young, is willing to endorse confrontational and even destructive tactics to drive change.

The Rise of Hostile Activism

The report, based on a survey of over 33,000 respondents in 28 countries, finds that a stunning 40% of the global general population approves of "hostile activism" as a viable means to drive change. This is not a fringe minority but a substantial portion of the consumer base.

The report defines this "hostile activism" as a net approval for a combination of troubling actions: attacking people online, intentionally spreading disinformation, threatening or committing violence, and damaging public or private property. The approval rates for these specific tactics are 27%, 25%, 23%, and 23%, respectively.

A Stark Generational Divide

This approval rate is not evenly distributed across generations. The data shows a stark generational divide, with approval for hostile activism surging to 53% among 18-34-year-olds.

This is a significant jump compared to the 41% approval rate among 35-54-year-olds and the 26% among those 55 and older. The report emphasizes this point directly, noting that "Over 1 in 2 young adults approve of hostile activism".

For brands, this means that the very customers they are trying to court and engage with, the next generation of consumers, are the most likely to see hostile tactics as a legitimate tool for social and political change.

The Crisis of Grievance as a Catalyst

So, why is this happening? The report’s central theme of a "Crisis of Grievance" provides crucial context. The study finds that a staggering 61% of the global population holds a "moderate or higher" sense of grievance against business, government, and the rich.

This pervasive feeling of being wronged is fueled by the belief that "Business and government serve a select few" and "The system favors the rich". This widespread discontent creates a fertile ground for a "zero-sum mindset," where people believe that "What helps people who don’t share my politics comes at a cost to me". The report shows that those with a high sense of grievance are twice as likely to hold this zero-sum view than those with a low sense of grievance.

Navigating the New Environment

This is the volatile environment brands must now navigate.

Traditional corporate social responsibility (CSR) initiatives and mission statements will no longer suffice. In a world where consumers believe that "Business and government actions hurt me," a brand’s every move is scrutinized through a lens of potential harm.

Brands that fail to acknowledge this shift risk becoming targets of the very activism they are trying to avoid.

Bottom Line

The 2025 Edelman Global Trust Barometer confirms that hostile activism is a growing trend, particularly among younger generations. This isa symptom of a deeper "Crisis of Grievance" and a "zero-sum mindset."

Brands that want to survive and thrive in this new protest economy must move beyond rhetoric and demonstrate a tangible commitment to fairness and purpose.

They must build trust by addressing the root causes of grievance and proving that their success is not at the expense of their customers, employees, or communities.