Advice needed on unhappy players

How am I supposed to prevent my backup players from becoming unhappy? It isn't a case of rotating things a bit to please everyone because every single player in the side is unhappy at not getting first team football unless they play every minute of every game. This leads to disharmony and is affecting my board's opinion of me and also my team's performance. Setting the players status I intend to leave out as 'backup' doesn't help, it seems every player needs to play every game regardless of how good they are (which is totally unrealistic). What can I do? My only option at the minute is to sack everyone not in the first 11 in order to regain some sort of harmony.

Also, I've won 2 away in 58 attempts, but that seems to be a blatant fault with the game rather than owt I can do.

You can try playing them in the cup games and this should help. You could also try sending some to affiliates or loaning them out to other clubs.