We see John's ministry here as he confronts the religions people and all who come to see him.
I love this exchange:
John the Baptist: You bunch of venomous snakes! Who told you that you could escape God’s coming wrath? 8 Don’t just talk of turning to God; you’d better bear the authentic fruit of a changed life. Don’t take pride in your religious heritage, saying, “We have Abraham for our father!” Listen—God could turn these rocks into children of Abraham!
9 God wants you to bear fruit! If you don’t produce good fruit, then you’ll be chopped down like a fruitless tree and made into firewood. God’s ax is taking aim and ready to swing!
People:10 What shall we do to perform works from changed lives?
John the Baptist:11 The person who has two shirts must share with the person who has none. And the person with food must share with the one in need.
12 Some tax collectors were among those in the crowd seeking baptism.[c]
Tax Collectors: Teacher, what kind of fruit is God looking for from us?
John the Baptist:13 Stop overcharging people. Only collect what you must turn over to the Romans.
Soldiers:14 What about us? What should we do to show true change?
John the Baptist: Don’t extort money from people by throwing around your power or making false accusations, and be content with your pay.
It appears that at least some of the people desired to change. Verse 9 is key to me - God wants us to bear fruit. That can look different for different people. It's up to me to determine what it looks like for me.