Some 83 percent of people forget to "make the most of the moment".
New research, conducted by Lipton Ice Tea, has revealed that although the majority of Brits recognise the importance of embracing life, they often fail to do so.
Despite this, more than half of people think it is easy to break from daily routine.
And in a bid to encourage everyone to enjoy being spontaneous, Lipton Ice Tea has teamed up with global filmmaking community MOFILMS to challenge young directors to create a short film telling the story of someone inspired to live life to the full.
The resulting films are now the centerpiece of Lipton Ice Tea's global Summer Stories campaign.