At the same time as support for LGB rights and tolerance of homosexuality has increased among western democracies, there has also been a strong backlash. How can these two trends be reconciled? This article answers that question by considering the distribution of public opinion over LGB rights in Switzerland. Using a novel method, this article shows how Swiss citizens have become more polarized over LGB rights, not between those who favor and those who oppose but between those who strongly favor and the ambivalent. Some people on the right are also increasingly divided amongst themselves. The key driver is the growing impact party identity has on people’s social attitudes like acceptance of pro-LGB policies. Results from Switzerland suggest we will find increased polarization in other democracies where the cultural political spectrum has become salient.