The word of God came to John when Tiberias, Pilate, Herod, Anna's and Caiaphas ruled. He called for repentance and preparation according to Isaiah 40. "Don't be greedy or exploit people financially, but share from your extra with others. I am not the Christ, but go before Him." Herod arrested him when he rebuked Herod for his unlawful marriage.
Jesus was baptized, and God announced Him as His Son. He was 30 then, descended from David, Judah, Abraham and Adam.
John didn't just call for general repentance, but got very specific, about our money and our marriages. This is where the rubber hits the road.