Companies have always been expected to take stances on social issues. Within living memory, companies in many parts of the country were required by law to segregate their customers by race. In other parts of the country, many companies were expected to do this as well, although it wasn't a legal requirement. Similar things were true for companies' treatment of same-sex couples, unmarried heterosexual couples, single women, and non-Christians.

The main difference I see is that the expected stances are more liberal than they used to be, and the penalties for failing to conform tend to be much less severe.