As freshly prepared food is very tasteful but if kept for three or four hours becomes stale and tasteless, so the existence of material enjoyment can endure as long as life is fresh, but at the fag end of life everything becomes tasteless, and everything appears to be vain and painful. The life of Emperor Svāyambhuva Manu, however, was not tasteless; as he grew older, his life remained as fresh as in the beginning because of his continued Kṛṣṇa consciousness. The life of a man in Kṛṣṇa consciousness is always fresh. It is said that the sun rises in the morning and sets in the evening and its business is to reduce the duration of everyone's life. But the sunrise and sunset cannot diminish the life of one who engages in Kṛṣṇa consciousness. Svāyambhuva Manu's life did not become stale after some time, for he engaged himself always in chanting about and meditating upon Lord Viṣṇu. He was the greatest yogī because he never wasted his time. It is especially mentioned here, viṣṇoḥ kurvato bruvataḥ kathāḥ. When he talked, he talked only of Kṛṣṇa and Viṣṇu, the Personality of Godhead; when he heard something, it was about Kṛṣṇa; when he meditated, it was upon Kṛṣṇa and His activities.
(Srimad Bhagavatam--3:22:35--purport).

Persons who are proud of their riches, even if they are offered association with My devotees, do not take advantage of consciousness of Me. In other words, the poorer class of men may have some interest in Me, but rich men have no interest. I think, therefore, that your selection of Me was not very intelligent. You appear very intelligent, trained by your father and brother, but ultimately you have made a great mistake in selecting your life's companion.
"But there is no harm; the mistake can still be rectified, and it is better late than never. You are at liberty to select a suitable husband who is actually an equal to you in opulence, family tradition, wealth, beauty, education—in all respects. Whatever mistakes you may have made may be forgotten. Now you may chalk out your own lucrative path of life. Usually a person does not establish a marital relationship with a person who is either higher or lower than his position. My dear daughter of the King of Vidarbha, I think you did not consider very sagaciously before your marriage. Thus you made a wrong selection by choosing Me as your husband. You mistakenly heard about My having very exalted character, although factually I was nothing more than a beggar. Without seeing Me and My actual position, simply by hearing about Me, you selected Me as your husband. That was not very rightly done. Therefore, since it is better late than never, I advise you that you may now select one of the great kṣatriya princes and accept him as your life's companion, and you may reject Me."
(Krsna Book).

Consciousness is there. But this consciousness, what is this Kṛṣṇa consciousness? This is Kṛṣṇa consciousness. We have forgotten Kṛṣṇa; therefore we simply say "consciousness." Really consciousness means Kṛṣṇa consciousness, because without Kṛṣṇa, you cannot have consciousness. Therefore the right name is Kṛṣṇa consciousness, not "consciousness." Right name is Kṛṣṇa consciousness. Just like without sun how there can be sunshine? Therefore we say "sunshine," not "shine." Sunshine. Therefore as soon as there is consciousness, it must be Kṛṣṇa consciousness. If one makes Kṛṣṇa minus, he's a rascal. He's a rascal. Consciousness means Kṛṣṇa consciousness. Shining means sunshine. The sunshine means without sun, how there can be sunshine? Similarly consciousness means Kṛṣṇa consciousness. Without Kṛṣṇa how there can be consciousness? How it can be Kṛṣṇa consciousness? This requires a little brain to understand. So the devotees, they have got brain. They understand.
(Lecture on Srimad Bhagavatam--1:8:38--Los Angeles--30th. April, 1973).