The agricultural society was for A-people -
The innovation society needs B-people!

Why do we still get up at cockcrow and when the cows moo, when only 5% of the population work within agriculture or fishing?

Why does everything have to take place in the same rhythm and pace, resulting in a huge problem with our infrastructure?

Why has the societal framework primarily been arranged to suit people working from 8 am to 4 pm?

Let the tyranny of A-time end. Let us create a B-society.
Let us create B-patterns in our work and in our families.
Let us have quiet mornings and active evenings.
Life is too short for traffic jams. Let us have more all-night shops!

There is a general consensus that, in the future, Denmark and many other countries will have to make a living from the inner processes of thought, i.e. ideas, creativity, innovation and design. In the innovation society we will be paid for thinking – and this work of thought is an inner process best stimulated when working rhythms and working hours are individual. It therefore becomes important to work when one is most productive.

B-society has good social economics as it generates quality of life as well as productivity if B-persons work when they are at their mental peak.   

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.

B-Society will create a new daily rhythm in schools and other institutions as an alternative to the current rhythm of “early at work and early at home”.

The society’s time structures based on habits of the early riser’s are not untouchable natural laws even though it can easily seem so from looking at the ways in which we have organized our lives. No. The ‘owl’ has got the right to say: “Give me the late riser’s rhythm at work, at home and in society. Let me come to work at 11:00 and go home at 20:00. Let me have quiet mornings to read my newspaper and ease into the day gently and peacefully”.