One can be reproached for not remembering. Remembering and forgetting shows who and what one values. Indeed, memory is constitutively normative. Theoretical approaches to memory should be sensitive to this normative character. We will argue that traditional views that consider memory as the storing and retrieval of mental content, fail to consider the practices we need for telling the truth about our past. We introduce the Radically Enactive view of Cognition, or REC, as well-placed to recognize the central role of (...) norms in remembering. Crucially, REC construes all remembering as “something we do”, and the most sophisticated forms of remembering as things we collectively do, answerable to socioculturally established practices. On this view our mnemonic performances cannot avoid re-shaping our collective ways of doing and seeing going forward. By REC’s lights therefore, the “is” of memory is “oughty” through and through. (shrink)