The study aims to define the role of various marketing practices of companies operating in building broad-scope trust toward business in Russia. The results of an online survey among generation Z consumers demonstrate that consumers give a relatively higher rating to such aspects of marketing practices as product quality and retailing, while pricing and advertising practices received the lowest rating. About half ofthe respondents expressed their trust toward business. Besides, a positive evaluation of pricing, product quality, and retailing contribute to the consumer trust toward business, while after-sales service and advertising do not have a significant impact on broad-scope trust. The results do not differ among consumers with different sex, income, and educational level, that indicates the homogeneity of the examines sample of generation Z consumers. Extant results can be used to form a market policy implemented at the level ofboth the state and self-regulatory professional associations, which is aimed