A common lore has arisen that extended Higgs sectors should couple preferentially to third-generation fermions.
In this talk we present natural and motivated theories where extra Higgs bosons couple preferentially to the light quarks instead.
This possibility opens up the avenue for a broader exploration of the Higgs sector,
which requires new theoretical and experimental efforts targeting BSM physics with large couplings to first- and second-generation quarks.
Such theories point to striking new phenomenological signatures,
that provide interesting connections between searches at colliders and flavor experiments.