So we living entities, we are eternal. This is māyā, that I am thinking, "I am this body." This is our ignorance. So the Kṛṣṇa consciousness movement is to deliver the human society from this ignorance, temporary things: "I am this body. This is my country. This is my wife. This is my children. This is... This is mine. This is—ahaṁ mameti [SB 5.5.8]. I am this body, and anything in reference with the body is mine." But actually there is no such thing. This is called māyā. Real thing is, the reality is, Kṛṣṇa, Brahman, Parabrahman. All other things... Therefore Vedic injunction is, "Don't try to remain in this temporary situation." Asato mā sad gamaḥ: "Don't remain this..."
But we are so ignorant, our present civilization is so foolish, that they do not know what is sat and what is asat. They want to stay in the asat. They want to make arrangement to stay in this asat, temporary things, forgetting that however nicely you make arrangement in this temporary material world, you'll not be allowed to stay. This is our ignorance. Mūḍha nābhijānāti mām ebhyaḥ param avyayam. Kṛṣṇa says, "These rascals, mūḍha, they do not know what is the permanent stage, sanātana." That is wanted. That is human knowledge. One should know the permanent, not be bewildered by the temporary things. That is ignorance.
Śrīmad-Bhāgavatam 7.9.31 - Māyāpur, March 9, 1976