Our societies prize early risers (A-persons) – but most of us are late risers (B-persons). The mission of the B-Society is to increase quality of life and productivity of B-persons by creating later starting times in schools and workplaces. We need to break free from 9 to 5 society and its lack of respect for B-persons. Quality of life, health, infrastructure and productivity would all improve if we offered people work hours matching their circadian rhythms.