The perception of innovation and corporate social responsibility (CSR) is essential for the strategic management of modern companies. In this sense, the objective of this research is to analyze the influence that the perception of innovation has on CSR expectations among millennial consumers of financial services in Ecuador. This research considers the development of a structural equation model that allows explaining the relationship between the proposed theoretical hypotheses. The results demonstrate that the perception of innovation in financial entities slightly influences the perception of CSR among millennial consumers in the financial sector of Ecuador. Finally, these resources can be used to develop strategies that contribute to creating value for stakeholder groups.