Purpose This study aims to examine different levels of consumer’s hybridity, which is gaining popularity during the current COVID-19 pandemic. Design/methodology/approach A qualitative approach was adopted using two main data collection methods: netnography and semistructured interviews. Three main communities and 20 semistructured interviews with hybrid consumers were performed to fully understand new levels of consumers’ bipolarity. Thematic analysis was used to identify groups representing different facets of new hybridity. Similarity index and co-occurrences (Jaccard coefficient) were interpreted through QDA Miner software. Findings Four main facets of consumers’ hybridity were highlighted during the current COVID-19 pandemic: “up vs down,” “utilitarian vs hedonic,” “impulsive vs planned” and “responsible vs irresponsible.” Practical implications These findings have practical implications for marketing managers seeking to design and to improve their branding strategies and their positioning. Businesses usually offer a coherent mix targeted to specific consumers. However, these results show that providing and highlighting some contradictions in their offerings may be interesting for consumers who are trying to cope with this pandemic. Originality/value The study extends the contemporary consumer literature by investigating paradoxical behaviors that are still fertile. The marketing literature examines consumers’ profiles as a homogeneous concept without allowing for contradictions in consumers’ preferences. Additionally, this study recognizes important changes in consumer behavior elicited by COVID-19 pandemic. It fills that research gap by examining not only “up vs down” hybridity but new levels of hybridity as well.