Same-sex marriage not a vote winner

Labor strategists must have been tearing their hair out. They would have been aware that same-sex marriage barely rated with focus groups.

Rudd was off message and off the reservation – alienating a constituency that even his non-religious predecessor Julia Gillard thought was important enough to engage with constructively.

Despite the incredibly high profile during the campaign of same-sex marriage, it is now clear that it was not a vote winner for Labor or even the party of same-sex marriage, the Greens.

Labor achieved its worst primary vote in 100 years and the Greens went backward by 3pc.

Sure the Greens will increase their Senate numbers but this is because of bizarre micro party preference deals, not because more Australians voted for them.

As well as Labor and the Greens campaigning for it, virtually all of the mainstream media support it and reported it extensively and favourably during the campaign.

Obviously there were many factors in Labor's defeat, unity being right up there. However, it is reasonable to conclude that same-sex marriage was not front and centre of voters' minds as they entered the polling booth.

So what does this mean post-election?

The same-sex marriage lobby are already planning to keep pushing the new Parliament for yet another vote. That is their right in a democracy.

But to brush aside Saturday's result and suggest it provided no indication at all on the public's feeling on one of the most high-profile issues of the campaign would be unfair.

Australiahas an opportunity now to move on from this debate but if same-sex marriage activists persist in the new Parliament, it should go back to the people again for the ultimate conscience vote in a referendum.

Australians have already demonstrated their tolerance and acceptance of same-sex attracted people and their relationships.