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37ac A trait passed down the generations - clamouring for attention? ?E?E
Is it gene (which seems too obvious) & if so why?

Meme

meme
noun /mēm/ 
memes, plural

An element of a culture or system of behavior that may be considered to be passed from one individual to another by nongenetic means, esp. imitation

Thank you both, that's my new one for today & now I can submit!