Globalization provides the contextual framework for cultural changes in the library user group. In order to be more effective, and realistically, more client-focused, the reference librarian is challenged to ask again "Who is my client?" in this changing context. This paper presents a positive and practical response to cultural change and suggests ways of moving towards understanding this context. The underlying aim of the paper is to be both positive and constructive. The specific purpose is to: create an awareness of the implications globalization might have for the information workplace; identify cultural issues, influences and circumstances relating to the library user group; add a further dimension to the understanding of cultural diversity issues and their effect on professional practice in the library, especially in relation to reference work; indicate some ways in which libraries can and have responded positively and creatively to the cultural complexity of the library user group. (Contains 19 references.) (Author/AEF)