Good news: No need to hound opponents, close their businesses and force them out of their jobs
Simply talking to people about same-sex marriage makes them more tolerant

It turns out that good old fashioned human-to-human conversation really can change people’s minds. A new experiment from political scientists Donald Green and Michael LaCour finds that a well-designed house-to-house canvass can turn same-sex marriage opponents around — and sometimes bring their friends on board too.

Green and Lacour surveyed 9,507 Los Angeles County voters, all of whom lived in precincts that voted in favor of Proposition 8 (the 2008 ballot measure which banned same-sex marriage in California), six times over the course of about two and a half months.
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The result was dramatic. As you’d expect, households that got the recycling message didn’t change their views on same-sex marriage or gay people at all in response (they didn’t even change their views on recycling!). But those getting the same-sex marriage script very quickly grew considerably more sympathetic toward gay people and gay rights. Before, respondents felt the same about same-sex marriage as Nebraskans; after, they felt the same as folks from Massachusetts. When the canvasser was gay, the results were even bigger. While straight canvassers’s effect wore off over time, gay canvassers’s didn’t.