Consider first a memoryless population model described by the usual branching process with a given mean reproduction matrix on a finite space of types. Motivated by the consequences of atavism in Evolutionary Biology, we are interested in a modification of the dynamics where individuals keep full memory of their forebears and procreation involves the reactivation of a gene picked at random on the ancestral lineage. By comparing the spectral radii of the two mean reproduction matrices (with and without memory), we observe that, on average, the model with memory always grows at least as fast as the model without memory. The proof relies on analyzing a biased Markov chain on the space of memories, and the existence of a unique ergodic law is demonstrated through asymptotic coupling.