"Go to bed at a good time" is not a good solution for someone whose body structurally just doesn't work that way. It'll always be worse than going to bed according to what is natural for you.
This is the equivalent of modern fat americans claiming their body just structurally don't work with veggies.
I will assert - the sun rises at 6-8am, and our society should align with that. It also sets at 5-8pm. We should also align with that. There will be outliers, and pleasing everyone is not an option. But we need to take in account the natural cycles of our environment. As that is the one thing we certainly cannot influence.
Telling them to follow the sun will be about as successful as telling an actual owl that it's sleeping at the winyg time and needs to hunt during the day like the rest of the birds.
Human brains, lifespans and experiences are mind bogglingly more sophisticated than the next animal on the list. There is nothing in the animal kingdom remotely as complex as our civilization on this planet, why would you generalise like this?