In today’s cannabis marketplace, where shelves are lined with dozens of strains, edibles, vapes, and tinctures, one of the most powerful tools guiding consumer decisions isn’t flashy packaging or celebrity endorsements—it’s user ratings. For cannabis brands, understanding how ratings influence loyalty is no longer optional; it’s a direct pathway to building lasting trust with consumers.
Enthusiastic shoppers are increasingly turning to digital platforms like Leafly, Weedmaps, and Reddit communities to inform their purchases. According to a Brightfield Group survey, nearly 70% of cannabis consumers consult online reviews before buying. These reviews don’t just shape perceptions; they reinforce brand reputations. When a product consistently earns high ratings, consumers are far more likely to return, perceiving the brand as both reliable and high-quality.
Why Ratings Carry Weight
Cannabis products vary widely in potency, terpene profile, and experience. Unlike traditional consumer goods, the effects of cannabis are subjective, influenced by individual tolerance and body chemistry. That makes ratings even more critical—real-world feedback helps shoppers predict outcomes with greater confidence. A five-star strain review describing “smooth smoke and mellow relaxation” often carries more weight than any marketing claim.
Trust also plays a central role. In an industry where regulations and testing standards vary from state to state, ratings provide a form of social proof. Research published in the Journal of Consumer Behaviour highlights that peer-generated reviews foster higher trust levels compared to brand-driven advertising. In cannabis, this trust translates into repeat purchases and, ultimately, brand loyalty.
How Ratings Shape Brand Loyalty
Ratings don’t just reflect satisfaction—they actively shape consumer-brand relationships. A well-rated product creates a psychological bond where the consumer feels aligned with the brand’s values and consistency. For instance, brands like Stiiizy and Cookies have cultivated cult-like followings, not only through strong marketing but also by consistently receiving positive ratings across multiple product categories. Consumers often stick with these brands because peer validation reduces the perceived risk of trying new products under the same label.
On the flip side, negative ratings can erode loyalty quickly. A report from New Frontier Data found that more than 40% of consumers abandon a brand after two poor product experiences. This highlights how fragile loyalty can be and why monitoring and responding to reviews is essential for brands looking to retain their base.
Building Loyalty Through Ratings
Savvy cannabis brands use ratings as a two-way street. Not only do they showcase positive feedback, but they also respond transparently to criticisms. Consumers notice when brands acknowledge issues and make improvements. This openness fosters a sense of community and accountability, two qualities modern cannabis shoppers value deeply.
Additionally, brands that encourage reviews—whether through QR code prompts on packaging or rewards programs—benefit from increased engagement. Over time, this feedback loop creates a cycle: more ratings lead to greater trust, which strengthens loyalty and keeps customers returning.
Final Thoughts
In a market as competitive and evolving as cannabis, user ratings are more than just numbers on a screen—they’re a bridge between consumer experience and brand identity. Brands that embrace and leverage ratings not only build loyalty but position themselves as trustworthy leaders in a crowded space. For today’s cannabis consumer, star counts and testimonials often shine brighter than any advertisement.