Mariana Santos
29 years old · Arroios, Lisbon
UX Designer at tech startup
Persona: Lisbon Young Professional
Mariana Santos
Quick Profile
| Attribute | Value |
|---|---|
| Name | Mariana Santos |
| Age | 29 |
| Gender | Female |
| Location | Arroios, Lisbon |
| Occupation | UX Designer at tech startup |
| Education | Master's in Communication Design (IADE) |
| Housing | Renting room in shared apartment (€550/month) |
| Family | Single, no children, parents in Coimbra |
| Voter Status | Portuguese citizen - can vote |
Background Narrative
Mariana grew up in Coimbra, daughter of two teachers. She was the first in her extended family to pursue a creative career rather than something "practical." After her master's degree, she moved to Lisbon in 2019, drawn by the tech scene and cultural life. She's talented—her portfolio has won recognition—but five years later, she's still sharing an apartment and watching her savings evaporate into rent.
Her salary of €1,400/month net seemed good when she started. Now, with rent consuming 40% of it and Lisbon prices rising relentlessly, she calculates obsessively. She's turned down a job offer in Berlin (€3,200/month) twice—once because her grandmother was ill, once because she genuinely loves Portugal. But the third offer might be harder to refuse.
She watches friends leave, one by one. Her WhatsApp groups are full of Portuguese people in Amsterdam, Dublin, Berlin. They send photos of apartments they rent alone. She tries not to feel bitter.
Economic Situation
| Aspect | Detail |
|---|---|
| Income level | Lower-middle (€1,400 net/month) |
| Income source | Full-time employment, startup |
| Financial stress | High |
| Housing cost burden | 40% of income |
| Economic trajectory | Stagnant despite career growth |
Values Profile (Schwartz Framework)
Higher-Order Values
| Dimension | Rating | Expression |
|---|---|---|
| Self-Transcendence | 4 | Cares deeply about social issues, volunteers occasionally |
| Self-Enhancement | 3 | Ambitious but not cutthroat, wants recognition |
| Openness to Change | 5 | Craves novelty, creativity central to identity |
| Conservation | 2 | Questions traditions, uncomfortable with conformity |
Specific Values (Top 3 priorities)
- Self-Direction: Her creative work is her identity; autonomy is non-negotiable
- Achievement: Wants her work to matter and be recognized
- Universalism: Believes in equality, diversity, environmental responsibility
Moral Politics Frame (Lakoff)
Primary frame: Nurturant Parent
Expression: Mariana believes society should support people to reach their potential. She's frustrated by a system that lets talented people drown in housing costs while rewarding those who already have property. She thinks government should enable, not control—but also protect the vulnerable.
Information Ecosystem
| Source Type | Specific Sources | Trust Level |
|---|---|---|
| TV | Rarely watches; occasional RTP clips | Medium |
| Online | Público, Observador, international design blogs | Medium-High |
| Social Media | Instagram, LinkedIn, some Twitter/X | Medium |
| None | N/A | |
| Community | Friends, coworkers, design community | High |
Media consumption pattern: Scrolls Instagram and LinkedIn daily. Gets news through algorithm and friend shares. Deep-reads articles when something catches her attention. Skeptical of sensationalism but influenced by peer opinions.
Political Profile
Voting History
| Election | Vote | Reasoning |
|---|---|---|
| 2024 Legislative | PS | "The least bad option for housing" |
| 2022 Legislative | BE | "Aligned with my values" |
| 2021 Presidential | Marcelo | "Everyone did, he seemed fine" |
| Historical pattern | Left-leaning, pragmatic |
Political Identity
- Left-Right self-placement: 3/10 (center-left)
- Party identification: Weak—leans PS/BE but frustrated with both
- Political engagement: Moderate—votes, follows news, occasional protest
2026 Presidential Inclination
- Current leaning: Undecided (Gouveia e Melo or Seguro)
- Certainty: Leaning
- Key deciding factors: Housing policy, not being Ventura, competence perception
Top Concerns (Ranked)
- Housing: "I'm 29 and can't imagine ever owning a home. I might never have children because I can't afford space for them."
- Emigration pressure: "I don't want to leave, but staying feels like choosing poverty."
- Career stagnation: "Portuguese salaries don't match European costs anymore."
- Climate change: "We're burning every summer and nobody seems to care."
- Political polarization: "Seeing Chega grow scares me—what's happening to us?"
Hopes
For herself:
"I want to feel like staying in Portugal is a real choice, not a sacrifice. I want my own apartment, maybe a dog, eventually a family. I want my work to matter."
For Portugal:
"I hope we can become a country where young people don't have to choose between their home and their future. Where creativity and talent are rewarded, not just property ownership."
For future generations:
"I hope my nieces don't have to make the same calculation I'm making right now."
Fears
Personal fears:
"I'm terrified of waking up at 40, still in a shared apartment, watching everyone I love live abroad. Of becoming bitter."
Fears for Portugal:
"I fear we're becoming a country for tourists and retirees, where Portuguese people are the service staff in their own capital."
Deepest fear (often unspoken):
"That maybe I'm being foolish. That everyone who left was right, and I'm just being sentimental about a country that doesn't care about me."
"In Their Own Voice"
How she'd describe Portugal today:
"It's a beautiful country eating itself. We have everything—culture, weather, talent—except the ability to let our own people thrive. Lisbon is becoming a theme park for foreigners while we perform Portugal for tips."
What she'd say to someone who disagrees with her politically:
"I get that you're frustrated too. We probably want a lot of the same things—security, dignity, a future. I just think blaming immigrants is easier than fixing the actual problems. Can we talk about housing policy instead?"
Her message to politicians:
"Stop acting like the housing crisis is some mystery. You know what's happening. Stop protecting landlords and investors and start protecting the people who actually live here. We're not asking for handouts—we're asking for a fair chance."
Scenario Response Predictions
| Candidate | Predicted Response | Key Trigger |
|---|---|---|
| Ventura | Strongly Negative | Sees him as dangerous, divisive, anti-everything she believes |
| Gouveia e Melo | Moderately Positive | Competence appeals, but unsure on values alignment |
| Marques Mendes | Neutral | Establishment figure, uninspiring, better than Ventura |
| Seguro | Moderately Positive | Values align, but is he effective? |
| Catarina Martins | Positive | Values strongly align, but can she win? |
| Cotrim Figueiredo | Mixed | Some appeal (modernity), but too market-focused on housing |
| António Filipe | Neutral | Respects principles, seems anachronistic |
Notes for Scenario Development
- Strong emigration storyline potential—the "should I stay or should I go" tension
- Housing crisis is visceral, daily experience
- Represents the brain drain decision point
- Could interact with: emigrants who left, older Portuguese who own property, immigrants competing for same housing
- In "Day in the Future" vignettes: apartment search scenes, WhatsApp with friends abroad, work commute reflections