This is probably a sign of the area where I live, but I've known gay guys who when they're talking with a random person simply change pronouns, "he" becomes "she", "boyfriend" becomes "girlfriend", etc. It's really sad.
And I understand that employees are representatives of the company when on company business, that was kind of my point: a regular employee represents the company when they're working, whereas a spokesperson represents the company all the time. People aren't going to hold it against JC Penny that they employ Chris the Racist Checker just because they employ him and he's racist, as long as he doesn't act inappropriately at work, just like (the vast majority of, but sadly not all) people opposed to homosexuality won't hold it against them for employing George the Gay Checker just because he's gay, as long as he doesn't act inappropriately at work (granted their definition of "inappropriate" may be a little different from yours or mine).
I think people have a right and duty to try to influence society for (what they see as) the better. If I say it's wrong of them to pressure companies in certain situations to adhere to their viewpoints then it has to be because it's wrong to pressure companies in those situations in general, not just because of the viewpoints doing the pressuring.
Aside: how do I always end up defending the Right?