diff --git a/esphome/core/macros.h b/esphome/core/macros.h
index 8b2383321b..0f0d556616 100644
--- a/esphome/core/macros.h
+++ b/esphome/core/macros.h
@@ -6,3 +6,14 @@
 #ifdef USE_ARDUINO
 #include <Arduino.h>
 #endif
+
+// Portable PROGMEM string macro
+// On ESP8266, PSTR() stores strings in flash memory
+// On other platforms, it's a no-op
+#ifndef ESPHOME_PSTR
+#ifdef USE_ESP8266
+#define ESPHOME_PSTR(x) PSTR(x)
+#else
+#define ESPHOME_PSTR(x) (x)
+#endif
+#endif
diff --git a/esphome/cpp_helpers.py b/esphome/cpp_helpers.py
index 5164923b2d..26a7084010 100644
--- a/esphome/cpp_helpers.py
+++ b/esphome/cpp_helpers.py
@@ -76,11 +76,8 @@ async def register_component(var, config):
             "Error while finding name of component, please report this", exc_info=e
         )
     if name is not None:
-        # On ESP8266, store component source strings in PROGMEM to save RAM
-        if CORE.is_esp8266:
-            add(var.set_component_source(RawExpression(f'PSTR("{name}")')))
-        else:
-            add(var.set_component_source(name))
+        # Use ESPHOME_PSTR macro which stores strings in PROGMEM on ESP8266, no-op on other platforms
+        add(var.set_component_source(RawExpression(f'ESPHOME_PSTR("{name}")')))
 
     add(App.register_component(var))
     return var