Matthew 5:43-48
"You have heard the law that says, ‘Love your neighbor’  and hate your enemy. But I say, love your enemies! Pray for those who persecute you! In that way, you will be acting as true children of your Father in heaven. For He gives His sunlight to both the evil and the good, and He sends rain on the just and the unjust alike. If you love only those who love you, what reward is there for that? Even corrupt tax collectors do that much. If you are kind only to your friends, how are you different from anyone else? Even pagans do that. But you are to be perfect, even as your Father in heaven is perfect."
Tax collectors were considered traitors in Jesus' time because they were Jew's that collected taxes from their own people for the Roman's.
Also, Pagans were considered outcasts because of the lack of God's Presence in their life's. (They were Godless, therefore had nothing in common with God's People.)
All this to say that:
THE WORLD KNOWS HOW TO DO GOOD THINGS TO THOSE CLOSEST TO THEM, EVEN THOSE FAR AWAY, AT TIMES.
BUT WE, AS GOD'S SONS & DAUGHTERS, ARE TO SET OUR STANDARDS AT A DIFFERENT LEVEL.
NOTICE THAT JESUS SAID THAT HE GIVES LIGHT TO THE EVIL(first) & THE GOOD(second).
The evil take priority in God's eyes because they lack something that the good have.
"WHEN YOU LOVE YOUR ENEMY, YOU GIVE THEM WHAT THEY LACK!" "THEY LACK GOD!"