"We are searching after peace, but we won't accept anything which is actually giving us peace. This is our disease. So this Krishna consciousness movement is trying to awaken the dormant Krishna consciousness in everyone's heart. Otherwise, how these Europeans and Americans and other countrymen, they never heard of Krishna four or five years ago, how they are taking Krishna consciousness so seriously? Krishna consciousness is there in everyone's heart. It has to be awakened only. That is described in the Caitanya-caritamrta:
nitya-siddha krsna-bhakti 'sadhya' kabhu naya
sravanadi-suddha-citte karaye udaya
"It is awakened. Love for Krishna, devotion for Krishna, is there within everyone's heart, but he has forgotten. So this Krishna consciousness movement is simply meant for awakening that Krsna consciousness. This is the process. Just like when you are sleeping, your, I have to call you loudly -- 'Mr. such and such, such and such, get up. You have got this business.' No other senses will act when you are sleeping. But the ear will act. Therefore, in this age, when people are so fallen they will not hear anything, if we chant this Hare Krishna maha-mantra, he'll be awakened to Krishna consciousness. This is practical."
(Srila Prabhupada lecture, London, August 21, 1973)