As you said, Jesus message is surely not for all humans as it is not for other living things in the world.
As you know, even those who call themselves, for one reason or another, Christians (mainly the privileged ones) cannot, even if they want to, take seriously, speaking practically, most of what Jesus says (as written on the today's Gospel).
After all, those who have (are born with) a human living flesh only don't need, on these days, hearing any message from the Will/Power that forced them to exist in the time/space realm, we call life. They are already guided to play their various roles in life by instructions embedded in their living cells that are inherited while being evolved since millions of years and not necessarily on earth only. In other words, the continuity of life on earth and its progress is served by all living things, including most humans, the way they are instructed to do (instincts for example).
But it happens that not all humans on earth are born of flesh only. So living to serve the world, in wars (destroying) and peace (building), is not necessarily a priority to all humans. And it is natural that you, for example, are confused about the reason for which a person may live the unconditional love and care towards all others, friends and enemies. The reason, in this case, is surely not to avoid a punishment or to get a reward afterlife.