Shutterstock Brands are more willing to talk about our gas and bad poops than ever, and it’s getting a little uncomfortable Instagram is a minefield for many reasons, but the thing I find myself most frequently having to dodge at the moment is poop. I could chalk it up to the fact that the app’s algorithm knows I’m a 36-year-old woman whose digestive system is becoming increasingly fragile, but I’m not the only one who’s seeing this constant glut of ads, sponsored content, and memes all centered around the health — and lack thereof — of our guts. “Gut health” has quickly emerged as the first major health buzzword of 2024. It’s a phrase that’s being used to hawk digestive enzymes, greens powders , expensive sodas spiked with prebiotics and vitamins , even “probiotic water.” There are ice creams and yogurts made with A2 milk , which is supposedly easier for those who are lactose intolerant to digest. The implication is that these products will improve your digestion, relieve your ga...