One of the lasting lessons for consumers from the pandemic is that nothing lasts forever—and that’s opening the door for brands that embrace an ever-changing lifestyle. One is Feather, a furniture rental brand founded four years ago. Built on sustainability, the brand targets customers who are between college and buying their first homes. Feather is operational in a handful of large cities such as New York, but is in growth mode after recently expanding to Washington, D.C.

“Because there are very few thoughtful, sustainable options for furniture in that life stage between college and buying your first home, we find most people resort to fast furniture that’s cheap and disposable, and that’s what we’re trying to change,” says Jinal Shah, VP of marketing and growth at Feather on the latest episode of the “Marketer’s Brief” podcast, noting that furniture accounts for 7% of all landfill waste.

Shah notes that the pandemic helped condition customers to understand how renting can be more convenient and easy for a more flexible life situation.

“We are finding people are less inclined to need a lot of upselling on why they should rent,” Shah says, noting an increase of Feather’s conversion rate on its website. “This notion of why rent is making more sense to them especially depending on the life changes they’re making.”

During the early days of the pandemic, millions of Americans left cities for roomier options, but Shah says they are now starting to gravitate back to urban areas like New York.

“New York is getting hungrier and younger,” says Shah. “What we hear from the realtor network and community is that because there has been such a glut of available apartments in the city at strong discounts, a lot of people are moving back into the city. We’re seeing it reflected in our growth over the last quarter.”

To keep up that growth, Feather debuted its largest ad campaign to date this week. The 30-second spot highlights how easy and relaxing renting furniture is for customers moving into new locations they need to furnish.

“If your life situation changes, we offer the flexibility so people don’t have to be tied down to get furniture,” says Shah.