Bigotry. They are completely open that LGBT and other minority rights offend them, and they want to punish those who support such rights. These people are far more concentrated in urban centers.

Spite politics is the ultimate form of post industrial vanity. People are so well off and have so little to worry about that their biggest ask from their leaders is to bully those who they don't like.

Though I don't agree with it, I think many conservatives feel the same way about e.g. trans rights - that it's a form of post industrial vanity.