The project aims to explore and use innovative digital tools to improve plastics waste prevention. This can, for example, include blockchain solutions for improved market transparency, data analytics for simulation and forecast applications, and cyber physical systems for improved reuse and remanufacturing business models.49 million tons of plastic were used in the EU in 2015 for packaging, building and construction, electronics or the automotive industry. Currently, less than 40 per cent are recycled. The flagships focus is on waste prevention using digital technology as an enabler for ecodesign and tracabillity of materials. eCircular was launched in May 2018 by EIT Climate-KICs Sustainable Production  Systems theme, with research and activities carried out by the University of Bologna (lead organisation), Wuppertal Institute, Lund University, Montanuniversität Leoben, and Ecomatters.

The flagship activities connects to several research projects allready ongoing at the University, especially Mistra financed STEPS, and offers opportunities for additional international cooperation. The flagship may also offer opportunities for innovation projects as well as new forms of educational outreach such as MOOCs (Massive Open Online Courses) and professional education. Lund University will contribute in all the work packages of the flagship but is specifically responsible for WP6 "Capacity Building & a Knowledge Hub for internet of plastics".