Journey to B Corp

How Parogon Group Built a Better Business and Told the Story That Proved It 

Parogon Group’s path to B Corp Certification was more than a badge of honour—it was a commitment to building a business that truly makes a difference. Along the way, we not only transformed how the company operates but also captured the story that proved it.

“ We knew we were a good business. We just didn’t know how to prove it.

That’s how Parogon Group, a hospitality brand in Staffordshire, described their starting point. Like many ambitious, values-led companies, they wanted to do more than serve great food and grow the bottom line; they wanted to show they were making a difference. B Corp certification became the vehicle. But the journey needed a guide. 

That’s where Map Room came in.

What is B Corp? 

A B Corp (short for Benefit Corporation) is a business that meets high standards of verified social and environmental performance, transparency, and accountability. Certified by the nonprofit B Lab, B Corps are legally required to consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. It’s a way of doing business that balances purpose and profit—proving that companies can be a force for good while still being commercially successful.

Why B Corp? Why Now?

B Corp certification sets a high bar. It measures what matters: how you treat people, how you impact the planet, how you govern, serve customers, and support your community. It’s not branding. It’s accountability. Parogon didn’t pursue certification as a PR exercise. They did it to challenge themselves, to reiterate what they already believed and take ownership of where they could do better. 

How Map Room Helped.

For Parogon, this was never a simple compliance project—it was a full organisational transformation, and we approached it with that mindset from the very start. The B Impact Assessment, which underpins B Corp Certification, is a complex framework of more than 200 criteria spread across five categories, touching everything from environmental impact to employee wellbeing. We worked to demystify the process, breaking it into practical, actionable steps and partnering closely with the team to ensure every improvement was meaningful and sustainable. Crucially, the journey wasn’t confined to boardrooms or leadership meetings. We engaged the entire organisation, from senior leaders to kitchen staff, running workshops, gathering honest feedback, and creating a clear sense of ownership for every action. This organisation-wide engagement built momentum from the ground up, embedding change rather than imposing it. Alongside the certification process, we brought the story to life through our documentary Journey to B Corp. We didn’t just capture the actions taken but the emotions behind them—real conversations, honest reflections, and a team discovering pride in work they had been doing all along. The film wasn’t a glossy promo; it was a living record of transformation and the meaningful steps Parogon took to become a better business.

The Results

Parogon achieved a final B Impact Score of 85.7, surpassing the 80-point threshold and joining a global community of certified B Corporations. 

But the most meaningful result wasn’t the score. It was the shift. Parogon didn’t just meet a standard, they saw themselves differently. So did their people. 

“ Thanks to Map Room for supporting us along the journey to B Corp certification. — Parogon Group 

Why This Story Matters

If you’re thinking about B Corp, remember this: it’s not just about passing the test. It’s about changing how your business thinks, acts, and communicates, from the inside out.

Map Room’s approach is built for that.

We bring together operational rigour, creative strategy, and authentic storytelling. So certification becomes more than a credential. It becomes a moment of pride, clarity, and connection. Thinking about your own journey? When it’s time to begin, we’ll be ready.