Years ago, we all talked about recycling and not dumping things down your drain and all of that, but talking doesn't help much. Basically, it's going to have to be legislation because the impact is so huge and diversified.
Religious institutions should have religious freedom on this issue. No church or minister should ever have to conduct a marriage that is inconsistent with their religious beliefs. But I think as a civil institution, this issue's time has come and we need to move forward.