Complice.ro: The experiences market, 5 years after the pandemic – from unique gifts to a pillar of personal and organizational wellbeing
Five years after the pandemic reshaped the rules of human interaction, Complice.ro, curator and provider of experiences for both individuals and companies, analyzes the transformations in the experience market and the evolution of…
Five years after the pandemic reshaped the rules of human interaction, Complice.ro, curator and provider of experiences for both individuals and companies, analyzes the transformations in the experience market and the evolution of post-pandemic consumer behaviour, from crisis adaptation to experiences as a steady emotional investment and a validated wellbeing tool.
“In 2020, the question was how to remain relevant in a locked-down world. In 2025, the question is how we can better respond to the real need for balance and meaning. And the answer has consistently revolved around consciously lived experiences. Whether individual or strategically used within organizational culture for teams, experiences are no longer seen as extravagances. They are a way to care for ourselves and others. Even in 2020, when access to physical experiences was restricted, people didn’t give up on emotional connections – they embraced digital alternatives. Now, five years later, they are consciously choosing experiences that support wellbeing, balance, and reconnection – with others and with themselves,” says Oana Pascu, founder of Complice.ro.
Over the past five post-pandemic years, Complice.ro has stayed true to a clear mission: to transform experiences from a “nice-to-have” into a steady solution for wellbeing and engagement. In 2020, amid general uncertainty, the business swiftly pivoted to online experiences. In 2021, a gradual return to in-person interaction triggered an explosion in the need for reconnection. By 2022, Complice.ro had exceeded its target to double the business, marking a strong comeback in the corporate segment. This growth continued into 2023, with business doubling again, driven by growing demand for themed events and experiential solutions for teams. In 2024, the business stabilized at €850,000 in turnover, with a 30% increase in clients and 4 out of 5 companies opting for personalized experiences with high emotional impact.
2025: Emotion as a Consumer Compass
An unstable economy, tense political climate, and general unpredictability have influenced consumer decisions in early 2025. Still, the choices made by Complice.ro clients point to a clear direction: experiences continue to be perceived as investments in personal and relational balance, rather than simple indulgences.
“2025 is definitely not a year of spectacular growth, but it brings important validations. We’re seeing clear signs of maturity in client behaviour – both individual and corporate. People no longer choose experiences just because they’re original, but because they meet a real need for balance, connection, and authentic living. The evolution of the average order value reflects this shift: fewer impulse buys, more thoughtful investments in emotional wellbeing. When someone gives or lives an experience now, it’s intentional, not automatic. And that changes how we see gifts, benefits, and what it really means to care for one another,” adds
