In this fanfiction, it could be that Naruto's parents were under some sort of mind - control. Some evil entity could have taken over their minds and made them feel hatred towards Naruto. Also, it might be related to a family secret or feud. There could be something in the family's past that made them believe Naruto was a stain on their family name, even though Naruto himself was innocent. It could also be a case of false information being spread around the village which made his parents believe lies about him.
It could be a misunderstanding. Perhaps Naruto was involved in an incident where his actions were misinterpreted by his brother. For example, Naruto might have accidentally caused harm to someone his brother cared about while trying to do something good, and his brother didn't get the full story and started to hate him as a result.
Another reason might be related to family politics. In some complex family structures in the Naruto universe, there could be different factions. Naruto might be on the wrong side of the power struggle within the family. His views or actions could be seen as a threat to the traditional power structure of the family, so they hate him.
One possible reason could be that Naruto has some sort of power within him that they fear. Maybe it's a power that they don't understand and think could be dangerous, so they hate him out of fear.
One possible reason could be a curse. Maybe some enemy put a curse on Naruto's parents that made them forget about him. It could be a way to get back at them by targeting their most precious thing, which is their son.
One possible reason could be a misunderstanding. Maybe some false information was spread about his mother, making Naruto believe she had abandoned him. Another reason could be related to the secrecy around his mother. If he grew up feeling alone and not knowing about her, he might develop resentment.
One possible reason could be jealousy. Maybe Naruto has some special abilities or a prophecy surrounding him that makes his family members, who might be less favored, jealous. For example, if there's a prophecy that Naruto will be the most powerful ninja in the village, his siblings or parents might envy that future for him and start to hate him out of their own insecurities.
It could be that in this fanfiction, there are some external influences like an enemy who has manipulated Naruto's mind. The enemy might have planted false memories or ideas in Naruto's head, making him believe that his parents are not who he thought they were, leading to his rejection.
In some fanfictions, Naruto might be hated by his friends due to a misunderstanding. For example, if there's a false rumor spread about him being a traitor. Another reason could be his sudden increase in power that makes his friends jealous. Maybe he accidentally harms one of them during a training session and they hold a grudge.
Maybe they were under some kind of curse or dark magic that made them fear they would harm Naruto if they were close to him.
One possible reason could be that they are too involved in their own shinobi duties. The world of ninjas is full of dangerous missions, and they might be constantly away on important tasks, leaving Naruto feeling neglected.