B-Society will create a more flexible society that supports the way of life of the ‘owls’ as well. A society which accepts and respects a later start of the working day because it suits a person’s individual rhythm and lifestyle. For it is persons’ different rhythms that underpin the growth of social wealth. When a person works in accord to his or her rhythm, it will furthermore result in higher life quality and hence less stress.

It is the widely held opinion that Europe's and other countries' prosperous future will depend on the inner mental processes: ideas, creativity, innovation and design. In the innovation-driven society we are paid to think, and mental work is an inner process that is stimulated most successfully through individual work rhythms and working hours. It is therefore a matter of working at the
time of the day when an individual’s productivity is at its highest.

There are good social and economical benefits in the acceptance of the ‘owls’ as it creates both life quality and productivity because these persons can work when they are peaking mentally.