Spark Foundry’s chief strategy officer Caroline Hugall, in conversation with Myffy Rigby, journalist and restaurant critic at The Good Food Guide, explore how consumer culture and modern life have over-curated spontaneity, and argue that brands and individuals alike must reclaim that magic.

We used to live in the moment. Nights out would begin with a loose idea and end with an unforgettable story. Plans weren’t meticulously laid out weeks in advance. It seems in our quest for certainty, control and the perfect experience, we’ve curated spontaneity out of existence.

This loss is evident in how we socialise, how we eat, and how we drink. In a recent conversation with food critic and writer Myffy Rigby, we discussed how modern food and drink culture is increasingly shaped by ‘curated control’. Rigby said, “Even the way we drink has become something we carefully plan. It’s no longer just about having a drink, but about what we drink, when to have it, and where it fits into our meticulously curated lives”.

The shift in drinking habits has become clear in recent years. According to a 2023 report by the ABS, 61 per cent of Australians now consider themselves ‘selective drinkers’, making deliberate choices about when and how they drink. Today, consumers are more likely to opt for occasion-specific drinks that align with their values and lifestyle, highlighting the trend dubbed ‘selective indulgence’. Selective indulgence… I feel sad.

When we do dine or drink with others, the spontaneity has been stripped away. The casual after-work drink has transformed into a carefully calculated ritual. We don’t just pop by the pub for a quick pint anymore – we’ve researched the venue, checked the drink offerings, and perhaps even planned what we’ll be having based on reviews. Social media has amplified this tendency.

As Rigby reflected, “Everything feels so considered, so manicured. You’re being guided through an experience rather than stumbling into something unexpected. People still love going out, but being out and about is just so expensive. It forces you to be more intentional with your choices, which can be good, but it also means less room for magic”.

The cost of living, the need for control and the pressure to curate a perfect public-facing life have all conspired to put guardrails around our most joyful, unexpected moments.

Why does this matter?

Spontaneity is where life happens. It’s where joy, creativity and real human connection reside. Some of our best memories are the ones we never saw coming. Some of our greatest ideas are born from unplanned moments. Without spontaneity, life becomes a series of transactions—predictable, efficient, but devoid of magic.

So, how do we reclaim it? The first step is to embrace unpredictability. Let go of the need for everything to be perfect.

It’s about giving ourselves the freedom to indulge in the unplanned. Whether that means saying yes to an unexpected after-work drink, trying a new craft beer at a local bar, or even embracing the odd glass of wine in a place you’ve never been before. We need to unshackle ourselves from the over-curated experience and allow moments of surprise to flow back into our social lives.

This is where brands have a role to play. The most resonant brands won’t simply promise a ‘perfect experience’; they’ll create the conditions for discovery, surprise and human spontaneity to re-emerge.

Compelling brands will:

Design for Discovery

Brands should create space for unplanned interaction, serendipitous product trials, unstructured experiences, or moments that invite exploration rather than prescribe outcomes. Toyota understands this well. By celebrating the journey over the destination, the automotive brand designs for discovery, adventure and the joy of the unplanned rather than a tightly controlled experience.

Celebrate the Imperfect

There’s emotional power in championing the unfiltered, the spontaneous, and the joyful mess of real life. Arnott’s has built enduring relevance by anchoring itself in everyday rituals and imperfect moments—those small, unpolished truths where real connection lives.

Anchor in Meaning, Not Perfection

Brands that create moments of meaning, not just moments of picture-perfect polish, will align with today’s mindful, moment-seeking consumer. From Revlon’s focus on self-expression over flawlessness, to Westpac meeting people in moments of uncertainty, the strongest brands prioritise relevance and reassurance over perfection.

We don’t need more polish; we need more pulse. As Myffy observed, “People just want the one good thing… The guaranteed experience.” But what if we reframed that? What if the one good thing is the unexpected moment?

For brands, culture makers, and individuals alike, perhaps the invitation now is not to curate harder, but to let go a bit more. Because when we relinquish tight control, we open ourselves to the unpredictable, extraordinary, very human magic of now.