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The perception of innovations is a challenge for companies because it allows them to understand their adoption and the culture shared by the social group studied. It is therefore important to ensure that consumers perceive them as such. This research uses social representations to analyze the perception of Millennial consumers and to propose a reference frame for companies. The results of the analysis through the central nucleus theory highlight the preponderance of the notion of “novelty” and “technology and digital” in the representation and allow us to propose avenues of reflection and analysis keys for companies