An electrochromic medium for use in an electrochromic device comprising: at least one solvent; a cathodic electroactive material; an anodic electroactive material; an optional beneficial agent; wherein at least one of the cathodic and anodic electroactive materials is electrochromic; and wherein at least one of the cathodic electroactive material, anodic electroactive material, and/or optional beneficial agent is associated with a solubilizing moiety which serves to increase solubility of the associated material or agent relative to the same without the solubilizing moiety.