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Last month, Japanese telco au ran its Morning Call wake up call campaign. In Japan, it’s customary for graduates to start work in April. au found that 67% of graduates felt that they needed to practise waking up early in order to get to the office in time. Customers could enter a lottery, with 100 winners receiving wake up calls from one of 10 moms recruited by au for the 5-day duration of the campaign, which ran during the week of March 19.

For all the eye rolling it might induce among certain readers, this is a campaign worth a few precious moments of your time. Yes, even if you overslept this morning. Japan might be famous for its half million Hikikomori (modern-day hermits) but loneliness is rising globally. Despite the abundance of online connection people will still crave human interaction. Indeed, au’s campaign stands out precisely because of its human inefficiency.

Also consider that, thanks to rising levels of convenience in every aspect of consumers’ lives, many are unfamiliar with life skills that previous generations took for granted. As a result, there’s a huge opportunity for brands that can help consumers make the transition to adulthood.

So, before you write off younger generations as lazy or stupid (or worse!), withhold your judgement and ask how you might help them to reach important life markers?