Dear Brands, the Fight for Marriage Equality Is Past ‘Starting Conversations’

Absolutely nobody's favourite political issue—that of the infuriatingly circular Marriage Equality debate—has returned with a hot new look. I'm talking about the new cadre of white knight corporations who have entered the debate, with online accommodation mogul Airbnb leading a group that includes ANZ, eBay and Fairfax Media in a new campaign titled #UntilWeAllBelong.

Launched with an admittedly moving video series of Australians sharing their personal stories behind their support for Marriage Equality, the campaign's main component is the peddling of symbolically "incomplete" Acceptance Rings that are somehow set to irrevocably alter the course of equality.

Now, depending on who you ask, the sudden uptick of corporate concern is either a heart-warming show of solidarity, or just an insidious attempt to win social justice points at the detriment of shareholders and… well… bigots, I suppose.

According to several Liberal MPs, it's the latter. Led by Senator Eric Abetz, they're frothing in rage that the Qantas CEO (among others) dared to pen an open letter to Malcolm Turnbull imploring a rethink on his blatantly hypocritical decision to block the path to same sex marriage. As Abetz told Fairfax "It's disappointing that certain CEOs are trying to establish their personal PC credentials rather than being fully focused on the interests of their shareholders."

So those guys predictably have a problem with it. But there's also another group who aren't thrilled about it, and I'm a member.

As a disclaimer, I obviously don't seek to disparage any of the queer people nor their families who are involved in creating the content for this seriously frustrating attempt at branded social equality. Hearing their stories is an important means of engaging with the actual pain and desperation the queer community continues to suffer through, and they should be congratulated for speaking up and adding their faces and voices to our public struggle.

But Airbnb, ANZ, Fairfax, and eBay do not deserve this same dignity for one simple reason: They're not at the same stage of the fight.

With the majority of both Australians and parliamentarians now in favour of the minor change to the Marriage Act, the only thing stopping discrimination against same-sex couples is the sitting government allowing a free vote on the matter. So if you consider yourself an active participant in the fight, literally the only thing halting success right now—and the only thing you need to be focusing on—is the lack of a free vote in Canberra.

Of course, within this battle there's room for voices from all walks of our community. Individuals, companies, brands, public figures, hell—even cute dogs with rainbow leashes have every right to participate in the fight for equality, but if you're entering the battlefield, let's all come in and fight at the front. Because that recognises that many of us have been knee-deep in for years now, and the least you could do is be aware of the specifics of our crusade and properly find your place and your voice to achieve actual change.

This applies tenfold for brands and companies (who as I said are more than welcome to use their substantive weight to help move progress forward) but who in staking a claim in the fight for marriage equality also seek the reward of brand exposure, social cred and lest we forget, better bottom lines.

Which is why Airbnb's newly launched marketing campaign is extremely ill-thought out at best and at worst a tokenistic grab for social brownie points using queer people and their stories as currency.

At a quick glance, the #UntilWeAllBelong website is bursting with overt brand placement and hideously vague and impotent phrasing about "starting conversations" and "symbolising the gap." This all gives way to the disclaimer that no actual funds are being raised, and a $3.50 fee simply covers postage and handling.

Why not charge slightly more than the cost of a small coffee and push the extra funds towards targeted campaigns that aim for a free vote in parliament? Hell, why not crowdfund for the rings to be sent to actual MPs instead of self-aggrandising heterosexuals who now get to feel good about themselves whilst sporting the latest in social change jewellery?

If the desired outcome here is to indeed "start conversations," might I remind Airbnb the conversation was well and truly started a long time ago, and if anything, it is nearing its inevitable conclusion. Oh perhaps this is about that favourite goal of empty-gestural social justice of "raising awareness"?

Awareness of what exactly, Airbnb? That queer people exist? That this fight exists? That nearly two-thirds of Australians support this simple change that would end systemic discrimination? That your company is down with the gays?

If you think you can swan in to the campaign this late in the game with some half-thought out notion that a handful of rings will impact our painfully long struggle, the transparency of your true intention and purpose becomes glaringly obvious.

The door is always open for more voices and support as we enter the final stretch towards marriage equality. But if you don't do your research and engage with the extremely specific and unique stage queer Australians stand at with marriage equality, then don't expect our praise.

Also remember that you are not our saviours, nor are you our most important allies, so do not pretend to be some altruistic beings of morality here to save the day.

When we reach true marriage equality, it will have been because we fought, we organised, we fundraised, and we spoke out over the course of decades. And frankly, you are not welcome to hang your corporate logos on our mantle.

Follow Mitch on Twitter